People have always gone to the kitchen when ads play. That’s not a new secret of modern TV.

I suspect mobile phones are the biggest distraction from ads, if it’s not already out it will be as soon as the ad starts. I suspect that’s also why many people don’t care about ads, they weren’t paying attention anyway.

With terrible engagement rates we get more ads, worse ads, which have even worse engagement rates. I’d say the bottom has to drop out eventually but I’ve seen live sports and it’s clear you can shove infinite ads and people will still watch.