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I mean, I know I get my phone out whenever commercials come on TV and a lot of us also don't necessarily have cable subscriptions either. So whenever the commercials come on, Gen Z might tune out. And so finding different ways to reach them, meeting them where they are, going back to that, might be the way to go. Rob Rubin:. I read this in Morning Consult that 27% of Gen Zers watch TV every day.

So there's wall-to-wall coverage of the Olympics pretty much at every hour of the day on three separate channels, two cable channels, The Sports Network, Sportsnet, and TSN. Then, the CBC, Canadian Broadcasting Corporation has wall-to-wall coverage as well, so there's a ton of content available on linear television.