Do you watch TV commercials during your favorite shows? Or do you zone out? Go into the kitchen and make a smoothie or a hot drink? Or even fast forward if you are watching on a digital video recorder (DVR)? Or are you a cord-cutter?
Research shows that people will actively choose to watch a TV commercial (TVC) if the content is strong. Now, with TV audiences only watching under 20% of TV commercials through to completion, advertisers need to change their approach and start making ads that work on consumers’ terms.