TV Set Usage Soars, Attention And Viewability Decline During COVID-19, Study Finds
- by Wayne Friedman , August 28, 2020
Although TV set usage was way up following the onset of the COVID-19 pandemic, actual viewer "attention" and "viewability" didn’t follow the same path.
During the peak stay-at-home period -- from mid-March through the end of April, for daytime hours of 10 a.m. to 5 p.m. -- viewer “attention” decreased …
The likely explanation for this finding is that much of the increase in viewing came from people who normally would be at school or at the workplace for much of an average weekday. As these tend to be considerably younger than chronic stay-at-homes and younger viewers are somewhat less attentive to commercials then TVision's report merely reflects the changing composition of the audience during the COVID-19 crisis.