Changing Dynamics Of TV Listening: Audio, Muting

Personal viewing of TV and streaming shows means many more alternative ways for consumers to engage with content -- program, brand, or otherwise.

This personalized process also include alternative listening -- or not -- which may not always be helpful for paying sponsors and advertisers.

A new study commissioned by …

audio, content, research, television

1 comment about "Changing Dynamics Of TV Listening: Audio, Muting".

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Ed Papazian from Media Dynamics Inc, November 14, 2025 at 2:56 p.m.
Wayne the real question is how much of the average second--or even average minute--- audince turns down the sound- not that people do that "sometimes" or even "a lot". In other words what's the average muting rate. If it's 15% per commercial---which is a distinct possibility--or even higher----that needs to be measured precisely in some electronic way--not by conducting a poll of folks and asking them how often they mute the sound--I'm asuming that this is what was done in this case.

Nevertheless, the TVB raises a valid point which certainly applies to out-of-home TV--where the sound is frequently muted. I wonder if Nielsen has tried to measure this.
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