In USA Today, Gary Levin has a clear analysis of how broadcaster have adapted to get more commericals in front of more viewers. Among other things, they’ve started slicing shows into more parts and air fewer commercials between shows.

And so it goes in the endless wrestling match for viewers’ attention.

USATODAY.com: Ad glut turns off viewers by Gary Levin

"There’s been a lot of hand-wringing in the business about when viewers are going to say, ‘Enough’s enough,’ but they haven’t," says Tim Brooks, a TV historian and research chief at Lifetime. "It may never be that commercials drive people away from the set, but it makes them pay less attention to avoid the irrelevant interruptions."

Although TV viewing has increased, it’s no longer the only medium in the room. Most people are reading something else during those commercials. Instead of trying to get strategic placement, most advertisers are better off trying to find something valuable to say. And an inoffensive way to say it.