The more I looked into data on consumer and viewer behavior, not to mention research debriefs on brands I managed, I recognized that the ad industry’s current approaches were no longer ideal and needed to evolve. Here are a few data points that tickled my creative brain.

• The average TV viewer only watches appx. 71% of a tv commercial.

• Almost 90% of Gen Z TV viewers are multi-screening.

• 79% of people take out their phone/tablet/computer while a commercial plays.

• 70% of people go on social media when commercials play on TV.

• Almost 40% of tv viewers mute commercials.

• Almost 75% of people keep their phones on mute when a video is playing.

• 45% of tv viewers actively ignore commercials.

• 60+% of Millennials/Gen-Z watch tv shows on their phones.

• Almost 50% of people watch TV with captions turned on.

And here’s another fascinating statistic: Average attention spans have dropped significantly since 2010. In fact, the average time spent watching a TikTok is just :04 seconds.

Is your advertising designed to deliver under these circumstances? Shouldn’t it?