TY - JOUR T1 - Using Interactive Program-Loyalty Banners to Reduce TV Ad Avoidance JF - Journal of Advertising Research JO - J Advert Res SP - 154 LP - 161 DO - 10.2501/S0021849910091312 VL - 50 IS - 2 AU - Stephen Richard Dix AU - Steven Bellman AU - Hanadi Haddad AU - Duane Varan Y1 - 2010/06/01 UR - http://www.journalofadvertisingresearch.com/content/50/2/154.abstract N2 - 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. ER -