Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • How Can Advertisers Leverage AI and Generative AI?
    • Past Calls
  • Research Priorities
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • How Can Advertisers Leverage AI and Generative AI?
    • Past Calls
  • Research Priorities
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

Predictors of Commercial Zapping During Live Prime-Time Television

An Observation-Based Study Identifies Factors That Drive TV Channel Switching

Stephen Richard Dix, Ian Phau
DOI: 10.2501/JAR-2017-010 Published 1 March 2017
Stephen Richard Dix
Curtin University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: steve.Dix@cbs.curtin.edu.au
Ian Phau
Curtin University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Ian.Phau@cbs.curtin.edu.au
  • Article
  • Figures & Data
  • Info
  • PDF
Loading

ABSTRACT

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.

  • © Copyright 2017 The ARF. All rights reserved.
View Full Text

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 57 Issue 1

Journal of Advertising Research: 57 (1)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
Predictors of Commercial Zapping During Live Prime-Time Television
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Print
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
Predictors of Commercial Zapping During Live Prime-Time Television
Stephen Richard Dix, Ian Phau
Journal of Advertising Research Mar 2017, 57 (1) 15-27; DOI: 10.2501/JAR-2017-010

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
Predictors of Commercial Zapping During Live Prime-Time Television
Stephen Richard Dix, Ian Phau
Journal of Advertising Research Mar 2017, 57 (1) 15-27; DOI: 10.2501/JAR-2017-010
del.icio.us logo Digg logo Reddit logo Twitter logo Facebook logo Google logo Mendeley logo
Save to my folders

Jump to

  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • RELEVANT LITERATURE AND HYPOTHESIS DEVELOPMENT
    • METHOD
    • RESULTS
    • DISCUSSION
    • IMPLICATIONS AND CONCLUDING COMMENTS
    • LIMITATIONS AND FUTURE RESEARCH
    • ABOUT THE AUTHORS
    • Footnotes
    • REFERENCES
  • Figures & Data
  • Info
  • PDF

Topics

  • Television
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • How Reliable Are “State-of-the-Art” Facial EMG Processing Methods?
  • What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads
Show more WHAT WE KNOW ABOUT TELEVISION ADVERTISING NOW

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use