too busy to watch the ads on TV

Should game session length mirror the length of ad breaks on TV?

“While 50 percent of DVR users would routinely skip ads, “the number is declining now,” said Poltrack, “because they’re too busy on their phones to fast-forward through the ads,” given that two-thirds of users watch TV while also engaged with a second screen.

http://www.adweek.com/news/television/dont-panic-says-cbs-more-people-are-watching-tv-now-decade-ago-166313
via http://ben-evans.com

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