Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching
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-obse...
| Main Authors: | , |
|---|---|
| Format: | Journal Article |
| Published: |
World Advertising Research Center
2017
|
| Online Access: | http://hdl.handle.net/20.500.11937/36036 |
| _version_ | 1848754657639268352 |
|---|---|
| author | Dix, Steve Phau, Ian |
| author_facet | Dix, Steve Phau, Ian |
| author_sort | Dix, Steve |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T08:43:54Z |
| format | Journal Article |
| id | curtin-20.500.11937-36036 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:43:54Z |
| publishDate | 2017 |
| publisher | World Advertising Research Center |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-360362020-07-24T06:51:58Z Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching Dix, Steve Phau, Ian 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. 2017 Journal Article http://hdl.handle.net/20.500.11937/36036 10.2501/JAR-2017-010 World Advertising Research Center restricted |
| spellingShingle | Dix, Steve Phau, Ian Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching |
| title | Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching |
| title_full | Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching |
| title_fullStr | Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching |
| title_full_unstemmed | Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching |
| title_short | Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching |
| title_sort | predictors of commercial zapping during live prime-time television: an observation-based study identifies factors that drive tv channel switching |
| url | http://hdl.handle.net/20.500.11937/36036 |