Accenture have just published a report on television in transition (you can register for free and download it here). It's a pretty interesting report on the changing nature of TV based on some global research. But one chart in particular caught my eye and gave me cause for concern. People find the commercials the worst part of the live TV experience.
Now this to me is more evidence of the trend first pointed out by some work Lowe did in the early 90s that showed the dramatic decline in people finding TV commercials as least as good as the programming it interrupted and the emergence of the 'ad avoider' (you can find the data over at adliterate).
So, two things to think about. One, how can we make the content we produce as an industry compelling and interesting enough for people to enjoy watching it. As I've written before, I believe this is about changing our views about how advertising works and stopping treating people as a captive audience who are excited to hear our latest lecture. Second, if people are disliking TV commercials, shouldn't we stop thinking that a TV ad is the be all and end all; the cure to all our problems. I know we claim as an industry that we have but our actions seem to be saying something different as we continue to fuel the broadcast machine.