Subject Index
 

The problem of TV commercials failing to get attention by being lost in clutter is increasing as commercial channels proliferate. This article reviews research evidence about specific positions, such ...

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 ...

Holding attention during television ad breaks is becoming increasingly challenging. Based on research showing that longer breaks tend to be less effective than shorter ones, this paper takes this prin ...

Ever since the video recorder came into widespread use, viewers have been able to increase their control over schedulers. This has been further enhanced by the development of PVRs, which empowers them ...

The ease with which consumers can now avoid television advertising is driving a proliferation of new media channels as well as shorter commercials (discussed). The danger is that this will devalue adv ...

The paper discusses the evidence that suggests that viewers in PVR homes watch less advertising than those without the devices. However, it points out that it is possible that less is more - what they ...

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 ...

It can be said that every time the technological communication environment changes so to does the advertising environment. Advertisers who do not carefully monitor and adapt to the technological commu ...

PPM commercial audience estimates offer insight about consumers’ avoidance of tv commercials. Total commercial avoidance, an average 7%, is composed of nearly six- tenths channel switching and four-te ...

In January 2005 the Dutch Advertisers Association (BVA) presented the results of an observational study on viewing behaviour during commercial breaks. Results from filming 100 households watching TV s ...

The paper explores zapping in a developing economy with moderate cable penetration (30%), determining its extent and nature. The final objective is to assess the role played by the characteristics of ...

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 ...