Smartphone use increases during commercial breaks.

The big question. What impact does this have on recall/effectiveness for TV ads?

Previously on SOTS. Facebook Says Users Turn to the Platform During Commercial Breaks When They’re Watching TV

Usage more than doubled during commercial breaks:
During Show — 7–11%
During Commercials — 13–25%

More on this topic. eMarketer Updates US Time Spent with Media Figures

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