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When it comes to consumers, Facebook has a message to marketers buying ads on television: they’re just not that into you.
According to research released today, people watching the season premiere of an unnamed but popular TV show chose to ignore the commercials and instead turn their attention to—you guessed it—Facebook.
The social network surveyed 537 people who watched the show to observe how their activity on the platform varied over the course of the premiere and found that activity spiked whenever there was a commercial break.