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Receptiveness to Ads Shrink with Screen Size

According to the Cabletelevision Advertising Bureau (CAB), for the first time consumer receptiveness to advertising by device and screen size was explored. Survey participants were asked what the maximum length of an advertisement they’d be willing to view on each device.

Responses pointed to lower engagement on smaller screens. Receptiveness was lowest on mobile phones (nine seconds) followed by I-Pods/PSP’s (13 seconds) and then gradually increased as the screen size also increased with computers (18 seconds) scoring higher. Television with a 42 second average had the longest engagement levels among those surveyed.

Of those polled 48 percent stated that they did not want advertising on alternative devices. Additionally, more than half (51 percent) said they were not prepared to pay for content in exchange for skipping advertisements on their alternative smaller screen devices.

The CAB commissioned Frank N. Magid Associates to conduct the survey after discussions with media agencies. The study used three approaches in gathering consumer insight. First, 'media clinics' were conducted to uncover how people talked about different devices in order to identify any pre-dispositions.

Next, an online landscape survey queried 2101 people ages 12-54 about their attitudes and usage of various screens. All participants polled owned at least one television. The final method assigned respondents the task of viewing specific content from a pre-selected device to assess their experience, the content and the advertising effect.

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