According to a study just released by Mark Ritson, assistant professor of marketing at the London Business School, prime time viewers are not watching your high priced spots.
People tend to be more social during primetime and they are less tired, meaning they are more likely to engage in other activities, Ritson says. This would suggest that primetime ads are over-valued.
Granted, the study was very small and directional in nature but it raises an interesting issue. Are people really viewing what they say they are viewing? Ritson plans to follow up with a bigger study [via MediaLife]
