RT Journal Article
SR Electronic
T1 Predictors of Commercial Zapping During Live Prime-Time Television
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 15
OP 27
DO 10.2501/JAR-2017-010
VO 57
IS 1
A1 Stephen Richard Dix
A1 Ian Phau
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/1/15.abstract
AB 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.