Zapp! A study on switching behaviour during commercial breaks
Lex van Meurs Intomart bv, NetherlandsJan Ligthart Spot, Netherlands
1. INTRODUCTION
In the autumn of 1994, an influential advertising executive publicly expressed his concerns about the efficacy of advertising on TV in the Netherlands. At that time, some large TV advertisers were running a 'burst' campaign, in which one single commercial that not excelled in wit or originality, was being broadcast innumerable times over a short period of time. Said advertising executive expected that a majority of TV viewers, when noticing these commercials and, in general, also progressively...