Using interactive program-loyalty banners to reduce TV ad avoidance
| dc.contributor.author | Dix, Steve | |
| dc.contributor.author | Bellman, S. | |
| dc.contributor.author | Haddad, H. | |
| dc.contributor.author | Varan, D. | |
| dc.date.accessioned | 2017-01-30T15:02:54Z | |
| dc.date.available | 2017-01-30T15:02:54Z | |
| dc.date.created | 2014-10-08T06:00:35Z | |
| dc.date.issued | 2010 | |
| dc.identifier.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. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.11937/42893 | |
| dc.description.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. | |
| dc.publisher | Advertsing Research Foundation | |
| dc.relation.uri | http://www.journalofadvertisingresearch.com/content/50/2/154 | |
| dc.title | Using interactive program-loyalty banners to reduce TV ad avoidance | |
| dc.type | Journal Article | |
| dcterms.source.volume | 50 | |
| dcterms.source.number | 2 | |
| dcterms.source.startPage | 154 | |
| dcterms.source.endPage | 161 | |
| dcterms.source.issn | 00218499 | |
| dcterms.source.title | Journal of Advertising | |
| curtin.department | School of Marketing | |
| curtin.accessStatus | Fulltext not available |