RT Journal Article
SR Electronic
T1 Using Interactive Program-Loyalty Banners to Reduce TV Ad Avoidance
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 154
OP 161
DO 10.2501/S0021849910091312
VO 50
IS 2
A1 Stephen Richard Dix
A1 Steven Bellman
A1 Hanadi Haddad
A1 Duane Varan
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/2/154.abstract
AB This study used a sample of the general public in Australia to test whether programrelated interactive banners superimposed over commercials during programming breaks would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40 percent, although interaction did distract viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by digital video recorders, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners.