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    Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching

    Access Status
    Fulltext not available
    Authors
    Dix, Steve
    Phau, Ian
    Date
    2017
    Type
    Journal Article
    
    Metadata
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    Citation
    Dix, S. and Phau, I. 2017. Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching. Journal of Advertising Research. 57 (1): pp. 15-27.
    Source Title
    Journal of Advertising Research
    DOI
    10.2501/JAR-2017-010
    ISSN
    0021-8499
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/36036
    Collection
    • Curtin Research Publications
    Abstract

    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.

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