A new study concludes that viewers find TV more pleasurable when they watch commercials.
Researchers at the NYU Stern School of Business found viewers say claim preferred to avoid advertisements, yet rated their overall experience of watching a TV show higher when commercials were added.
The seemingly counterintuitive findings will be familiar to those who have read the book "Stumbling on Happiness," which explained how the pleasure of any positive experience declines due to repetition and time. Watching TV (or eating a fine meal, listening to a favorite song, etc.) tends to be more enjoyable at the outset of the experience. The longer you do something, the less satisfaction it provides.