A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners
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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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/8477 |