Cables Ratings Decline more than Broadcasters during Breaks

Magna Global recently completed and released the analysis of their study on commercial pod and program ratings. The research identified that broadcast networks outperform cable networks in retaining viewers' attention when ads are airing. For most of us it hardly comes as a surprise that the study would find that audience dips during commercial breaks. What is surprising is that they are far less than the 20 or 30 percent declines some media analysts had projected. Don’t get to comfortable with that breaking news because offsetting that bit of comfort is another finding of the study, a rather dire one: DVR users skip 75 percent of commercials during playback. Link: MediaLifeMagazine.com – May 11, 06 Ads on Broadcast Retain More Eyeballs