I think the TV data may be flawed in that it may be on as background noise while people are on their mobile devices. When my wife is watching her shows I'll usually be on FB or Instagram, when I'm watching my shows she would likewise be on her phone, the teenagers are on their phones no matter whats on the TV.
I enjoyed this article and agree with this 100%. I recently made a presentation to a client highlighting the advantages of training the activation team as well as using them to gather intelligence, obviously wish I had read this before my presentation. ;-)