Does e-commerce decline on days when TV viewership surges, or do people multitask and shop while they watch?
Does e-commerce decline on days when TV viewership surges? Or, on the other side of the coin, will people spend more money shopping online if, for example, the big game turns into a boring blowout, or when reruns dominate the airwaves? It’s possible that while on average, high levels of television viewership impact sales in a negative way, for some categories of products, sales might actually go up. The plan is to see if there are variants across categories as it relates to television viewership and online sales.