Ball State Uni's Center for Media Design just announced a new installment of results from their media consumption study. This part deals with TV ad avoidance. Some snippets:
" - About one third (32.7%) of all ad pods were watched in their entirety.
- Over one half of all ad pods (57.9%) were interrupted by advertising-related scene shifting or attention shifts.
- Nearly half of the ad breaks were watched for one minute or less, as 15.4 percent of commercial blocks were viewed for 31 to 60 seconds before interruption; 12.1 percent lasted 16 to 30 seconds; 11.8 percent were between 6-10 seconds; and 9.1 percent lasted 5 seconds or less."
-- via lost remote