Thanks for the tag +Antoine Carriere
. Clearly there's a bit of bias but ... I don't doubt the general conclusion. TV is still quite powerful for many of the reasons you mention.
TV is a great platform - in part because it does function as a way to funnel attention. You can watch TV in a number of ways now, but the primary way still ensures a type of focus.
Digital doesn't have that same focus. There are too many #squirrel
opportunities to distract and then attention is lost both on content and the ads therein.
I think there's also an issue with the ratio of content to ads. TV is sold at a premium so you only get 18 minutes of ads in an hour. But an hour online ... you might wind up having the same number of ad minutes to content minutes.
Clearly video content will differ there but right now that video content isn't at a premium and unlike the focus of TV you might simply check email while the ads run. The context switch is too easy.
With TV you may do something else during the commercials but it often doesn't seem to be immersive - you're getting a snack. And the content is engineered so that even if you miss the first 30 seconds back from a break you'll still be able to follow along.
Interesting to think about.