There are many reasons. Basically the way you use the device is probably different then the way they used for the ad.
Some apps keep the processor awake and will kill a battery faster because of this. Also, if you turn the screen on a bunch to check the time that will keep the device awake for a little while after the screen turns off. And if you have the various radios on it will allow the device to connect to the internet and thus keep the device running.
I would look at what other people are doing with the same device and go from there.
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