But waiting for the little pop-up attention tests added a game-like quality to watching ads.
The difference: The networks may have a more convincing argument this year, thanks to a new measurement tool that could prove some delayed viewers are still watching ads.
Advertisers obligingly went along, buying on faith and lacking a way to precisely quantify how many viewers were not watching the ads.
Nielsen's commercial data will offer those buyers a firm handle of who is and isn't watching the ads they're paying big bucks to air.
Since March, Forbes readers have been switching on their webcams, watching Super Bowl ads, and seeing their smiles instantly plotted on line graphs.
Users can check in to shows, interact with friends who are also watching and engage with ads in unique ways.
Two weeks ago, Dish rolled out Auto Hop, a feature for its DISH DVR that lets users who subscribe automatically skip ads while watching recorded shows.
The Samsung takedown on Apple spurred plenty of conversation because we were watching shows live and we watched the ads.
It means your car might keep a log of how you drove it or that your Xbox might be tracking every person in the room and watching their facial expressions to decide which ads to show them.
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Americans spend an average of four hours a day watching TV, an hour of that enduring ads.
Mobile ads include search-related ones but also ads sent to people playing games, watching videos and using apps.
Service providers would also be able to easily push out updates and target users with ads and content based on what their watching habits are across networks.
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Since a fairly standard line in the DVR debate centers around the usually assumed idea that DVR users are watching more TV, therefore making up for those ads they're skipping, some new analysis by Mediamark Research has come out with a surprisingly opposite result.
It's the same clap to the head you get while watching 60 Minutes or network news while having to endure all those ads for Cialis and Flomax.
If box office numbers mean anything at all, they mean how good the advertising agency has done in activating teen-age television viewers--because that's who makes up 67 percent of the weekend audience on a national film--and that are sitting around watching television and then they're bombarded by 30-second ads.
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