Posted 9:37 AM by Gene

And in what under other circumstances might be termed INCEST:

A study by the American Association of Advertising Agencies and the Association of National Advertisers unearthed some positive news about the differences in viewing levels of TV programs and commercials: The audience falloff, on average, is only 5 percent, far less than some previous projections.

WHEW! We thought we were wasting money.

Here's the rub: Advertisers have to pick their venues with care, because there are huge variations among individual programs. For some telecasts, the audience falloff during commercials is greater than 50 percent.

STOP US BEFORE WE ADVERTISE AGAIN!!!!!

P. S. CAVEAT in the following graf:

But according to the study, which analyzed Nielsen Media Research data for two periods in 2004 (in the spring and fall), only about 4 percent of the 15,585 telecasts monitored lost 20 percent or more of their audiences. Forty-five percent of the shows, however, lost between 5-20 percent of their audiences when commercials aired.

It's news that people use their TVs as bug repellants and night lights?