Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching
dc.contributor.author | Dix, Steve | |
dc.contributor.author | Phau, Ian | |
dc.date.accessioned | 2017-01-30T13:53:09Z | |
dc.date.available | 2017-01-30T13:53:09Z | |
dc.date.created | 2015-10-07T04:04:45Z | |
dc.date.issued | 2017 | |
dc.identifier.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. | |
dc.identifier.uri | http://hdl.handle.net/20.500.11937/36036 | |
dc.identifier.doi | 10.2501/JAR-2017-010 | |
dc.description.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. | |
dc.publisher | World Advertising Research Center | |
dc.title | Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching | |
dc.type | Journal Article | |
dcterms.source.volume | - | |
dcterms.source.startPage | --- | |
dcterms.source.issn | 0021-8499 | |
dcterms.source.title | Journal of Advertising Research | |
curtin.department | School of Marketing | |
curtin.accessStatus | Fulltext not available | |
curtin.contributor.orcid | Phau, Ian [0000-0002-0759-6092] |
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