Older TV Viewers Have Stronger Ad 'Attention' Than Younger Viewers

1. Ed Papazian from Media Dynamics Inc, February 13, 2020 at 1:12 p.m.

   The TVision report, which is based on a form of "eye tracking", confirms what older, more primitive studies have always shown, namely that younger viewers are less likely to be attentive to an average commercial than older ones. The explanation for this is not always clear. It may be a function of the younger person's lessened attention span--which is often seen in program content studies as well. Or younger persons mey simply be more physically active, hence they leave the room as a form of avoidance more often while oldsters are more inclined to stay put. Or young people usually have alternative screens available---like smartphones--- and turn to them when a commercial break appears. Or many TV commercials do not appeal to younger consumers. And maybe, all of these factors, plus others apply. However, and contrary to what some keep saying, the difference in commercial attentiveness per commercial between old and young is not as great as one might assume. In other words, "camera"-style research indicates that young adults do watch a considerable percentage of commercials---just not as many as older viewers. Douglas: take note.

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