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    Using interactive program-loyalty banners to reduce TV ad avoidance

    Access Status
    Fulltext not available
    Authors
    Dix, Steve
    Bellman, S.
    Haddad, H.
    Varan, D.
    Date
    2010
    Type
    Journal Article
    
    Metadata
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    Citation
    Dix, S. and Bellman, S. and Haddad, H. and Varan, D. 2010. Using Interactive Program-Loyalty Banners To Reduce TV Ad Avoidance: Is It Possible to Give Viewers a Reason To Stay Tuned during Commercial Breaks? Journal of Advertising. 50 (2): pp. 154-161.
    Source Title
    Journal of Advertising
    Additional URLs
    http://www.journalofadvertisingresearch.com/content/50/2/154
    ISSN
    00218499
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/42893
    Collection
    • Curtin Research Publications
    Abstract

    This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distracted viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by DVRs, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners.

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