explosion of marketers' messaging from TV, radio and online platforms doesn’t necessarily mean they receive full -- or even half of -- consumers' attention for those advertisements.
For example, of the 160 TV commercials each person is exposed to on a daily basis -- 75 minutes in total when considering the five hours a day spent watching TV content -- only 30%, or 23 minutes a
day, gets “full attention” for those ads. This comes from a recent analysis from Media Dynamics, a media research consultancy.
Ed Papazian, president of Media Dynamics, says
that 50% to 60% of the audience is only partially attentive when a commercial appears on the screen. Papazian says his estimates come from a number of third-party researchers, such as Simmons and MRI,
as well as other studies.
Papazian tells Media Daily News
: “The main point is that far from being bombarded with ads, as many seem to believe, most consumers are perfectly
capable of controlling their intake of unwanted advertiser sales pitches by zapping the ads, by absenting themselves -- in the case of TV -- or by simply not paying attention.”
Papazian says the results are worse when looking at radio, online and print. With radio, consumers spend an average of 148 minutes a day consuming that content, where some 31 minutes of advertising
time is run. But Media Dynamics estimates that just 20% of that advertising time is “fully attentive,” or just six minutes.
When looking at online/print, total advertising time,
which comes to 41 minutes a day, just 20% is “fully attentive” -- or eight minutes a day.
Media Dynamics says the TV results do not include PBS, but radio results do include
satellite and Internet radio.