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dc.contributor.authorDix, Steve
dc.contributor.authorBellman, S.
dc.contributor.authorHaddad, H.
dc.contributor.authorVaran, D.
dc.identifier.citationDix, 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.

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.publisherAdvertsing Research Foundation
dc.titleUsing interactive program-loyalty banners to reduce TV ad avoidance
dc.typeJournal Article
dcterms.source.titleJournal of Advertising
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available

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