Actions taken when commercials were shown on linear TV during primetime in the United States as of May 2015

Reaction to commercials in primetime TV in the U.S. 2015 This statistic has been taken from the GfK report 'How People Use Primetime TV 2015'. The graph shows data on action taken by TV viewers when commercial were shown on linear TV during primetime in the United States as of May 2015. During a GfK survey, 26 percent of respondents stated they stayed in the room but did something else while commercials were on.

 

The 'How People Use Primetime TV 2015' report from The Home Technology Monitor™—GfK’s respected media technology research service – documents the audience’s use of television during primetime. It shows changes in primetime TV usage since 2004. The study looks at how people perceive their typical television behavior by detailing their primetime TV use yesterday. The report also explores attitudes towards primetime advertising.

 

The GfK Group, founded 1934 in Germany, is the fourth largest market research organization in the world, operating in more than 100 countries across the world with over 10,000 employees.
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Share of respondents
Stay in the room, do something else26%
Change channel and return after commercials21%
Watch the commercials18%
Change channel and return before commercials over16%
Leave room11%
Change channel and stay at new channel6%
Share of respondents
Stay in the room, do something else26%
Change channel and return after commercials21%
Watch the commercials18%
Change channel and return before commercials over16%
Leave room11%
Change channel and stay at new channel6%
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Description Source More information
This statistic has been taken from the GfK report 'How People Use Primetime TV 2015'. The graph shows data on action taken by TV viewers when commercial were shown on linear TV during primetime in the United States as of May 2015. During a GfK survey, 26 percent of respondents stated they stayed in the room but did something else while commercials were on.

 

The 'How People Use Primetime TV 2015' report from The Home Technology Monitor™—GfK’s respected media technology research service – documents the audience’s use of television during primetime. It shows changes in primetime TV usage since 2004. The study looks at how people perceive their typical television behavior by detailing their primetime TV use yesterday. The report also explores attitudes towards primetime advertising.

 

The GfK Group, founded 1934 in Germany, is the fourth largest market research organization in the world, operating in more than 100 countries across the world with over 10,000 employees.
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Release date
September 2015
Region
United States
Survey time period
April 23 to May 5, 2015
Number of respondents
1,010 respondents
Age group
13-64 years
Method of interview
Online panel
Supplementary notes
This question was phrased by the source as follows: "Now, thinking of your usual behavior, which of the following statements best describes your reaction when commercials are shown during a primetime program on “live” TV – when you watch at the time of broadcast?"

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Dr. Horst Stipp

Dr. Horst Stipp
EVP, Research & Innovation, Advertising Research Foundation

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