Actions taken when commercials were shown on linear TV during primetime in the United States from 2004 to 2015

Reaction to commercials in primetime TV in the U.S. 2004-2015 This statistic has been taken from the GfK report 'How People Use Primetime TV 2015'. The graph shows data on actions taken by TV viewers when commercials were shown on linear TV during primetime in the United States from 2004 to 2015. In the last reported period, 28 percent of respondents stated they stayed in the room but did something else while commercials were on, while ten percent said they left the room when commercials where airing. The advertising industry in the United States is expected to grow in the next few years, with television as the leading medium in the market.

 

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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2004200820122015
Stay in the room, do something else17%16%22%28%
Watch the commercials19%17%12%19%
Change channel and return after commercials39%34%27%18%
Change channel and return before commercials over13%21%20%17%
Change channel and stay at new channel3%2%8%7%
Leave room9%9%11%10%
2004200820122015
Stay in the room, do something else17%16%22%28%
Watch the commercials19%17%12%19%
Change channel and return after commercials39%34%27%18%
Change channel and return before commercials over13%21%20%17%
Change channel and stay at new channel3%2%8%7%
Leave room9%9%11%10%

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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 actions taken by TV viewers when commercials were shown on linear TV during primetime in the United States from 2004 to 2015. In the last reported period, 28 percent of respondents stated they stayed in the room but did something else while commercials were on, while ten percent said they left the room when commercials where airing. The advertising industry in the United States is expected to grow in the next few years, with television as the leading medium in the market.

 

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
2004, 2008, 2012 and 2015
Number of respondents
2004 n = 696; 2008 n = 552; 2010 n = 510; 2015 n = 500
Age group
18-49 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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