What I can't tell from his research is:

How much are his findings affected by the content-organization of the pages his subjects viewed.

His summary:

"Web users spend 69% of their time viewing the left half of the page and 30% viewing the right half. A conventional layout is thus more likely to make sites profitable."

I have to wonder also about the prior experience of his subjects: were they (like me) accustomed to surfing many sites where they are accustomed to the right sight of page being filled with ads? I know that I am conditioned to mostly ignore what is on the right because so often it is filled with ads that have little interest to me.