Survey: unskippable ads mostly aren’t watched, Attest finds
Attest’s 2026 attention report finds 56% of forced US ad views and 65% in the UK aren’t real views, with viewers muting, redirecting attention, or leaving instead of watching.
Why it matters. Buyers who count non-skippable impressions as guaranteed views are paying for attention that completion and recall data show isn’t actually happening.
Signal from advanced-television.com · read the original.
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