I can completely believe this study. For instance, it’s very common for my wife to be sitting on the couch watching YouTube on her phone, while the TV is on. But she’s not paying attention to the TV. Meanwhile, I’m in the home office and my attention primary on my computer. And from time to time I’ll glance at the TV. Then fast forward through the commercials. Just another piece of evidence confirming that the TV advertising business is on a slow decline. And the internet advertising business is growing.