Australians watch twice as many ads as they think they do: Google and Kantar research
Australians are watching twice as many ads as they think they do, according to new research from Google and Kantar.
The study involved participants wearing eye-tracking glasses which allowed researchers to track every time they looked at a TV, phone, laptop and tablet, which would show free to air TV, catch up TV, YouTube, and Facebook videos.
51% of the 2,808 ads and 741 minutes of footage had ‘eyes on screen’, which was double what participants self-reported as the time they spent watching ads. But Google said that, even though people are watching more ads than they think they are, only half of the ads attracted eyeballs.
That “research” sounds rather too self-serving. No, we don’t watch ads any more. It’s instant mute button – a reflex action – and attention to the second screen – phone, tablet. We return when the show resumes.