Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching

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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...

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Bibliographic Details
Main Authors:	Dix, Steve, Phau, Ian
Format:	Journal Article
Published:	World Advertising Research Center 2017
Online Access:	http://hdl.handle.net/20.500.11937/36036

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