Methods and systems for presenting advertisements to particular users based on perceived lulls in media assets

A method for presenting an advertisement, the method comprising:

• retrieving, using communications circuitry, a first user profile associated with a first user who is consuming a media asset;
• determining, using control circuitry, that the first user perceives a segment of the media asset as a lull based on the first user profile;
• in response to determining that the first user perceives the segment of the media asset as a lull, identifying, using the control circuitry, a second user who is also consuming the media asset;
• retrieving, the communications circuitry, a second user profile associated with the second user;
• determining, the control circuitry, whether or not the second user also perceives the segment of the media asset to be a lull based on the second user profile;
• and
• in response to determining that the second user does not also perceive the segment of the media asset to be a lull, causing, the control circuitry, the advertisement to be presented to the first user but not the second user.