Michelle_Ch11

Limited Viewer Attention

There are many ways in which a viewer avoids commercials and advertisements while watching television. Zipping is the process of fast-forwarding through commercials, while zapping refers to actually changing the channel to avoid the commercial. More and more are people are switching to online streaming services where commercials are very limited thus leaving companies struggling to find a way to advertise during those programs. 

https://www.theguardian.com/media/2010/aug/24/tv-advertising

The article I found talks about how television ads are skipped by 86% of viewers, but still remain the most memorable way to advertise. Many viewers feel tv ads are more visually appealing and find them more memorable than print or news advertisements. It's interesting to see the statistics of how many people skip advertisements, but still are able to remember and appreciate them.