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...

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