Harris Interactive conducted a study recently that reveals that a large number of people over 18 would prefer to play casual games online that watch TV.
CNET commenting on the study said that "Some 31 percent of adults 18 and over prefer playing casual games to TV watching, while 35 percent would rather play games than go to the movie theater, citing the Harris study. Women over 40 are even more likely to engage in casual game play: 49 percent prefer to play games than go to the movie theater, and 37 percent prefer games to TV."
Women over 40 are especially an important demographic in this space, but are sensitive to the experience being interfered with. While they 
don't like ads being interjected into the gaming experience, they don't mind sponsorship or quick interruptions between levels in the games.
This has to be disconcerting to TV executives as it is no longer only the younger crowd that's abandoning TV, but now others are joining in.
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