Pay Attention!

A new study from BIGresearch will cause headaches this morning for a lot of advertising people who still feel that TV ads are the best (if not the only) way to reach their customers. When those commercials come on:

41% of the audience channel-surfs;

33% talk with others in the room or by phone;

and 30% say they "mentally tune out."

Only 5.5% regularly "fully attend to commercials."

So, if only about 1 in 20 people in the audience really pay attention to what you're trying to tell them, what does that do to your real CPM?

Just asking...

Hat tip: MediaPost's Research Brief