There’s an arms race taking place between advertisers and viewers, where people block out ads with TiVo or DVR, and companies slip more ads into peoples lives through evermore ingenious tactics. The battle could be self-defeating, because, according to a new study from the NYU Stern School of Business, viewers enjoy TV more when they watch ads.
The more time people spend in front of the TV, the less enjoyable it becomes, according to the study. Ads break up the routine, James Hibberd writes on his blog, and “the interruption helps re-freshen the novelty of the program.”
Most viewers adamantly disagree with the study’s findings, and the study’s authors admit, “Consumers prefer to watch television programs without commercials.” A commenter on Hibberd’s blog put it another way: “No offense but this article is complete crap journalism and comes off sounding like faux-industry sponsored ‘research’. It's like saying soldiers enjoy combat because it gets them out of the house.”