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Reading: Study: Do You Check Facebook During Ad Breaks? You’re Not Alone!
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B&T > Advertising > Study: Do You Check Facebook During Ad Breaks? You’re Not Alone!
AdvertisingMediaTechnology

Study: Do You Check Facebook During Ad Breaks? You’re Not Alone!

Staff Writers
Published on: 9th June 2017 at 9:19 AM
Staff Writers
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In times gone by when the TV commercials came on we popped out to put the kettle on, but not anymore in these digitally obsessed social media times.

A study by Facebook reveals than rather than making a cup of tea during the ad breaks, we’re all looking at our phones, and our Facebook profiles in particular.

The study observed 537 US TV viewers and showed that soon as the program went to an ad break the respondents would jump on Facebook.

The results were revealed in a blog post by Facebook’s VP core adverts, Mark Rabkin, which you can read in full here.

As Rabkin noted: “People aren’t watching ads for as long as they used to, on any medium. TV spots that were designed for a captive audience struggle to hold attention on mobile and don’t get watched all the way through.”

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Admittedly, the sample group was small and the results very pro-Facebook, however, its more worrying news for TV bosses trying to engage audiences with ads or viewers increasingly choosing ad-free alternatives like Netflix.

A report on B&T today has revealed that 36 per cent of the Australian population now has a Netflix subscription.

The new Facebook study could be more proof that the tech behemoth is trying to get the networks to sync their ads with mobile ads on Facebook.

As Rabkin noted, Facebook is urging advertisers to take another look at their mobile advertising and try shorter more attention-grabbing ads and use new and fresh creative more regularly.

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TAGGED: Advertising Standards Bureau, einsights, Online ads
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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