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    A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners

    144932_2010007[1].pdf (46.66Kb)
    Access Status
    Open access
    Authors
    Dix, Steve
    Date
    2010
    Type
    Working Paper
    
    Metadata
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    Citation
    Dix, Steve. 2010. A new method to reduce TV ad avoidance: the effectiveness of interactive program loyalty banners, Marketing Insights; School of Marketing Working Paper Series: no. 2010007, Curtin University of Technology, School of Marketing.
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/8477
    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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