Individuals are consumers as much as they are viewers. The fact that one in three people purchase something they see during a show or a commercial break proves that ad slots remain an effective communication tool. Although there is a strong bond with television, engaging in side activities while watching series has become the norm. Interestingly, interaction with advertisements is higher among those who keep the series on in the background.
This section examines series consumption practices in the context of reasons for watching, side activities performed while watching, and the habits of following commercial breaks:
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