Using interactive program-loyalty banners to reduce TV ad avoidance
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 distr...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Advertsing Research Foundation
2010
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| Online Access: | http://www.journalofadvertisingresearch.com/content/50/2/154 http://hdl.handle.net/20.500.11937/42893 |