I'm shocked, shocked, to discover that TV viewership declines during commercial breaks. (I always thought that was why commercials were louder than the programs--so they could be heard from the kitchen or bathroom.) Who doesn't take commercial time to click around or surf the Web--or do anything else but watch commercials?
Elsewhere in the above link, Nielsen's 2005 ad growth/decline numbers are out. Ad spending for 2005 was up 4.2% over 2004--three guesses what the top growth medium was (yep, the Internet, with 23.3% spending growth--but again such high growth rates are easy when you're starting from a low base compared to other, more entrenched media, but still...). Spanish-language TV was up 16.9%, cable TV up 11.0%. National magazines were up 6.7 and B-to-B magazines were up 3.5%. What declined? National newspaper spending (-4.7%), local newspapers (-0.9%), and network TV (-1.5%).
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