• The Hollywood Reporter, Wednesday, February 4, 2009 9:46 AM

Researchers at the NYU Stern School of Business found viewers rated their overall experience of watching a TV show higher when commercials were included. These same viewers said they preferred to avoid ads. Though these findings seem contradictory, researchers think when people take a break from watching a TV show -- by sitting through a few commercials -- the interruption often refreshes the novelty of the program.

The report's authors performed six studies testing aspects of this theory. They say people often adapt to the experience of watching television, so each successive minute is slightly less enjoyable than the previous one. Ads disrupt this adaptation process and "make the overall experience more enjoyable."

Certainly the research flies in the face of Hollywood's assumption that ads limit appreciation for shows. But the disruptions might heighten viewers' anticipation. An exception: when the tone of the ad completely clashes with the tone of the show.

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