Using interactive program-loyalty banners to reduce TV ad avoidance

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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...

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Bibliographic Details
Main Authors:	Dix, Steve, Bellman, S., Haddad, H., Varan, D.
Format:	Journal Article
Published:	Advertsing Research Foundation 2010
Online Access:	http://www.journalofadvertisingresearch.com/content/50/2/154 http://hdl.handle.net/20.500.11937/42893

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