Mike Bloxham and Michelle Prieb, of the Center for Media Design at Ball State University, show that non-exposure to an advertisement is often more about the viewer satisfying some other need than consciously and actively rejecting advertising.
Ad avoidance and the TV audience
Mike Bloxham and Michelle Prieb
The issue of ad avoidance is as old as advertising itself and applies across all media where advertising is deployed. Although today we typically discuss it in terms of television, 200 years...