47% of TV viewers believe primetime advertising is better

41% of primetime viewers turn on the TV to watch a specific show “most of the time”. 45% of primetime TV viewers are watching TV by themselves, versus 31% a decade ago. 47% of viewers switch channels during some part of a program, most commonly because a program ends or to skip a commercial as compared to 33% in 1994. The proportion of viewers doing other things, such as talking, snacking or reading while watching primetime TV, has increased slightly since 1994, from 67% to 75%. 47% of the respondents believe that primetime advertising is better than other daypart advertising at making them aware of new products. Videogame use during primetime increased from 1% to 6% in the past ten years.