Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching
MetadataShow full item record
Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping). The diverse methods likely contribute to the disparity in commercial-zapping estimates. This study implements a combined hidden-observation/survey approach and tests potential predictors of commercial zapping. The use of remote controls emerged as a significant driver of observed commercial zapping. Perceived clutter and advertising triggers emerged as significant predictors of reported commercial zapping. This study empowers media planners to determine prime-time advertising-audience erosion more accurately. Additionally, with a greater degree of confidence, advertisers can address factors that drive channel-switching behavior and dismiss factors that do not.
Showing items related by title, author, creator and subject.
Donovan, Robert; Fielder, Lynda; Ouschan, Robyn; Ewing, M. (2011)There is growing concern that certain content within motor vehicle advertising may have a negative influence on driving attitudes and behaviours of viewers, particularly young people, and hence a negative impact on road ...
Pettigrew, S.; Johnson, R.; Daube, Mike (2013)This article introduces the new Australian Alcohol Advertising Review Board (AARB) Code and assesses television advertising practices against its advertising content provisions. The Code is administered by independent ...
Dong, Hai (2010)With the emergence of the Web and its pervasive intrusion on individuals, organizations, businesses etc., people now realize that they are living in a digital environment analogous to the ecological ecosystem. Consequently, ...