Scott Monty - Strategic Communications & Leadership Advisor

Scott Monty - Strategic Communications & Leadership Advisor

This may and may not come as a surprise to you. The thing that grabbed my attention was that Americans are viewing more television than ever before . I thought that it would have dropped off recently, with the advent of the other ways people are spending their time. But it appears that commercial TV is growing by 1 percent a year.

The part that didn't surprise me has to do with viewing habits: the viewership of television on various types of media skews when you look at different age groups.

Most interesting to me are the 35-44 and 45-54 age groups: both show a significant increase of viewing video online rather than on TV; and the 25-34 cohort shows a twofold increase in viewing mobile video over TV.

This is only going to continue to skew as technology advances. We just need to ask ourselves if we're ready for more advertising interruptions on our mobile devices and if we'll settle for the same-old same-old pre-roll that we've come to expect in online video. As Hulu has shown, people have no problem accepting limited and clearly demarcated commericals in return for high-quality video on demand.

The real question is, where will we the viewers draw the line? How much is too much and what should we give up if we're not paying to watch online video? And if we're paying for mobile access to multimedia, should we be free from commercial interruptions? What do you think?