Today, people are “splitting attention more than ever between old-fashioned network TV, specialty channels and, increasingly, video-on-demand and online viewing windows” (2). Less TV is being watched during prime-time hours (8pm-11pm) on weekdays. Evidence supporting this is that the “key 25-to-54 demographic has fallen to 23.8 hours from 25” (2).
I agree with Michael Bean that “viewers hate watching commercials” and they will find other means (PVR or online) of watching their favourite TV shows (1). I, myself, do exactly that and PVR so I can avoid commercials. Viewers are also watching their desired programs at their convenience. For example, it is not uncommon for people to binge and watch several episodes of a show over a weekend ( 2). As viewership shifts to watching shows online, we will see an increase in revenue from selling online advertising. However, this does not mean that TV commercials are going anywhere as ad agencies are “largely unfazed” (2). For cable giants such as Rogers and Shaw, there will be a trend towards diversifying how they offer programs such as how Rogers is trying to “secure rights to back catalogues to popular TV series, either for online or video-on-demand” (2).