Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching
Stephen Richard Dix and Ian Phau
Curtin University
MANAGEMENT SLANT
- Considerable chunks of commercial time are missed by viewers who are off channel during commercial breaks as a result of channel switching.
- Viewers were observed to be off channel for 38.06 percent of the commercial break, and they reported being off channel for 46.96 percent of that time. This represents a significant erosion of time paid for by advertisers.
- Potential predictors, such as perceived clutter, channel proliferation, attitude to advertising,...