/// VivaKi Study: 2/3 of Zeebox Use Happens During Commercials
It turns out that two-thirds of in-program social TV use happens during the commercial breaks, according to a study by research group The Pool (a division within Starcom) and commissioned by VivaKi. Per the study, viewer attention to the TV screen dropped to 23.1 percent during the ad breaks for users who have their iPads or smartphones out.
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