Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

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,...

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