Mobile Web Use Spikes When TV Ads Air

"And Now A Word From Our Sponsors: Please Don't Pick Up Your iPhone!" is the headline of this story, which reports on a Tremor Video study showing that TV viewers tend to tune out during prime-time commercials, turning to their mobile phones -- presumably to surf the Web. "And yes, Tremor’s takeaway here — people are tuning out TV ads in favor of the Web — is a self-serving one for a Web ad network to tout," writes Peter Kafka. "But it certainly seems plausible."

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