Study: Most TV viewers multitask during commercial breaks

01/28/2008 | MediaPost Communications

Nearly three in four TV viewers channel surf, chat with others in the same room or by phone, or "mentally tune out" during commercial breaks, according to a survey by BIGresearch. The report also showed consumers are relying more on new media to make purchasing decisions, and less on TV, which is playing a more general branding role.

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