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Facebook says people can't stop looking at Facebook during TV commercials

Facebook has released new research showing that people visit its apps during commercial breaks in TV shows. That's worrying for TV advertisers

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Facebook has released new research telling you what you already know: You can't stop looking at your phone during TV commercials.

The social network examined the Facebook activity of a select group of users while they were watching the season premiere of a big TV show. During each commercial break, the group of 537 respondents starting using Facebook more.

The Facebook data would seem to beg for advertisers to try to work with Facebook somehow to sync their TV ads with mobile ads on Facebook.

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You can read the full blog post here blog post here.

For its part, Facebook is urging advertisers to rethink mobile advertising, but pushing out more short, attention-grabbing ads and releasing new ad creative more frequently.

"People aren't watching ads for as long as they used to, on any medium," wrote Mark Rabkin, Facebook's vice president of core ads. " TV spots that were designed for a captive audience struggle to hold attention on mobile and don't get watched all the way through."

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