Television: Zipping and zapping

 

This paper provides a wide-ranging review of TV viewing covering subjects including TV programmes as a context for advertising, ad avoidance and rejection, the processing of TV programmes, ad clutter ...

It is more than 20 years since the value of integrated marketing communications was first recognised, yet most major agencies have been slow to organise for IMC. Tom Duncan and Sandra Moriarty, consul ...

Stephen White, chairman of EMM International, and media consultant Charles Dawson explore the rising tide of media clutter on TV stations in Europe. They show that in many countries advertising can ac ...

Andrew Ingram, director of the Aerials Foundation at the UK Radio Advertising Bureau, describes a new research study to investigate the implications of advertising avoidance for 'outreach' media plann ...

The take up of personal video recorders (PVRs) is seen as one of the greatest threats to TV advertising. In this article, Dr Alastair Goode reports on DUCKFoOT's research into the effects of fast-for ...

Erwin Ephron contends that growing commercial avoidance (via TiVo, PVR etc.) does not threaten mass media. It only threatens intrusive media like TV and radio. There is less commercial avoidance in p ...

Comments on television (and other) advertising by six members of the ANA Television Committee. Topics covered: 1) has TV programming degenerated?; 2) advertising to children under eight; 3) views on T ...

Time allocation theory holds that individuals allocate their discretionary time purposively, depending upon their time orientation: to the past, present, or future. We use this perspective to understa ...

In his regular look at the US media industry, Joe Mandese perceives an end to broad-shot media campaign assaults – tomorrow’s media strategists need to discern smaller, more discrete pockets of opport ...

Andrew Green, global director (research and analysis) at billets connections, considers how advertisers will cope in a world where the consumer can choose to avoid advertisements. He concludes that t ...

In this month’s contribution to ‘Media ink’, Joe Mandese considers the impact of digital video recorders and reports on recent US research from Paul Woolmington (US Media Kitchen) and Lee Smith (Insig ...

This paper reports on switching during radio advertising, based on analysis of GfK Media GB’s survey of radio listening and television viewing, commissioned by The Wireless Group using Radiocontrol au ...

Although digital screen advertising (screen based ads in leisure centres, stores, transport, city centres etc.) currently represents a fraction of UK outdoor ad revenue, Nick Bell argues that things a ...

At the ARF/ESOMAR WAM Conference 2002, Initiative Media and MIT introduced the expression as a conceptual model of understanding the complex relationship between advertising message delivery, media ch ...

For many years both broadcasters and agencies have conducted research to discover whether there is a relationship between positive TV programme involvement and commercial recall. In the main, they hav ...

This 'best practice' article is a wide ranging review of TV viewing covering (1) TV audiences, their size and composition; (2) TV programmes as a context for advertising; (3) ad avoidance and rejecti ...

The impact of consumer channel switching, or 'zapping,' on the effectiveness of TV commercials is addressed. Among the more significant findings in this research is the result that nonzappers can reca ...

Brief account of new technology which has been developed for passive monitoring of personal radio and TV reception, including when commercials are zapped. After six years' experimentation, an inaudibl ...

A US study of quality of exposure (defined as `attention') to television programmes and commercials. Follows an earlier paper based on a smaller Canadian pilot study. Nielsen's QUAD ratings of program ...

To simplify reporting of TV peoplemeter audience data, it is usual to suppress channel switching events lasting less than 15 seconds, further reduced to a reporting unit of 1 minute. But with analogue ...

The communications industry as a whole has never been healthier and although some of their competitors claim the networks are dying, most people in the industry still believe the networks deliver unpa ...

Describes studies of the effects of commercial recall of commercial length, position in break and other positioning factors. Several studies are mentioned between 1992 and 1998, involving re-analysis ...

Argues that using a combination of media is the answer to the increasing problems with TV alone (clutter, zapping and brand confusion). TV loss through zapping, especially among the young, is document ...

In the summer of 1995, SPOT - the Foundation for the Promotion and Optimisation of TV Advertising (Netherlands) - took the initiative to conduct research into the degree in which channel switching was ...

This paper discusses TV advertisement positioning in breaks or pods. The effects of positioning are defined in terms of 'clutter' and 'serial order'. The author first reviews how researchers and pra ...

Any suggestion that television viewers actively avoid commercials will cause advertisers concern. But how important is the problem?

An investigation of partial exposures created by zipped (i.e. fast-forwarded) commercials. Previous studies of the problem are reviewed. Experimental study designed to test how zipping (which was cont ...

Describes a study of zapping behaviour and its impact on TV advertising effectiveness. Starts with a review of previous studies. The profile of zappers is investigated and the following explanatory va ...

Commercial avoidance and audience erosion are two interrelated problems that marketing executives and media planners have been aware of for more than 30 years. With the rapid advancement of technology ...

This research reports the findings from a linked pair of problems which are affecting the measurement of audiences of TV commercials. Results indicate that, when TV programmes are videotaped, the majo ...