A new consumer survey shows viewers try to avoid TV advertisements.
It was ever thus.
The ad break has always been the time to go to the loo, get a drink, attend to another task, chat to whoever is watching with you or do anything else rather than watch the screen.
We’re relatively recent converts to MySky. It’s an even more convenient way to record and watch programmes than videos and like them enables you to fast-forward through the ad breaks.
It saves a lot of time – an hour of news can be watched in 10 – 20 minutes by the time you cut out the ads and content you’re not interested in.
This is good for viewers but not for advertisers who must come up with other ways to catch our attention.
The Fair Go Ad Awards are on and the only one of the finalists I recognise is the MasterCard check-in one which features in both the best and worst category.