While Commercials Air On TV, Viewers Flock To Facebook

The latest evidence of the power held by the so-called “second screen” comes from Facebook. The social media leader has published a report that details the degree to which its mobile traffic spikes during the commercial breaks of popular TV shows. Spoiler alert: It’s a big jump.

Facebook surveyed 537 people who claimed to watch the season premiere of “a popular TV show.” During the episode itself, usage of Facebook on mobile devices rarely rose above 10% of all respondents. Once the commercials began to roll, however, viewers turned to their phones and tablets in greater numbers. The third of five ad breaks proved to be a peak for Facebook’s mobile traffic, as more than 20% of surveyed users reported turning to their devices at that point. Meanwhile, users who did not watch the show displayed no activity spikes over the same period.

Here’s the evidence of Facebook’s commercial break spikes, in chart form:

The implications, as far as Facebook sees them, are clear: Brands that advertise on TV should be working mobile campaigns into their respective budgets. “Mobile has shown us that we no longer have the right to disrupt,” reads a Facebook blog post. “Instead, we have the right to earn people’s attention. If marketers with fixed budgets are going to meaningfully connect with audiences and drive growth, they have to keep pace in this new, complex landscape and optimize for mobile content.”

The trends Facebook’s report reveals can help us understand why mobile advertising has emerged as a massive business that continually eats away at TV spend. Consumers still love their favorite shows, but when the commercials begin to roll, their attention is divided.