Dealing with commercial avoidance

Rodrigo Berrios and Patricio Moyano

The paper explores zapping in a developing economy with moderate cable penetration (30%), determining its extent and nature.

Dealing with commercial avoidance

Rodrigo Berrios and Patricio MoyanoTime Ibope Media Research Group, Chile

INTRODUCTION

Our investigation regarding the effectiveness of commercials to minimize zapping in the Chilean market stems from a crucial interaction hypothesis. The type and structure of the commercial, such as its originality, strongly interacts with the context that is exhibited – attractiveness of the show, duration and position in the batch of commercials, defining the zapping scope or depth that will be experienced.

Regarding the type of commercial, it is expected that as the degree of novelty, humor or difference increases,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands