TV Commercials Air to Empty Rooms Nearly a Third of the Time

March 21, 2019

Twenty-nine percent of TV commercials in the U.S. air when nobody is in the room, according to six months of TV-viewing data analyzed by IPG Media Lab. (A person had to be in the room for two or more seconds while the ad was onscreen to count as present.) The report notes, however, that the study was limited to people who watched live, scheduled programming in the first three hours of its airing. Researchers point out, however, that the length of the commercial, time of day it airs and placement in the programming can also affect how viewable it is.