Journal article
Using interactive program-loyalty banners to reduce TV ad avoidance: Is it possible to give viewers a reason to stay tuned during commercial breaks?
Journal of Advertising Research, Vol.50(2), pp.154-160
2010
Abstract
This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials during programming breaks would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40 percent, although interaction did distract viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by digital video recorders, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners.
Details
- Title
- Using interactive program-loyalty banners to reduce TV ad avoidance: Is it possible to give viewers a reason to stay tuned during commercial breaks?
- Authors/Creators
- S.R. Dix (Author/Creator)S. Bellman (Author/Creator)H. Haddad (Author/Creator)D. Varan (Author/Creator)
- Publication Details
- Journal of Advertising Research, Vol.50(2), pp.154-160
- Publisher
- World Advertising Research Center
- Number of pages
- 8
- Identifiers
- 991005541186807891
- Murdoch Affiliation
- Interactive Television Research Institute
- Language
- English
- Resource Type
- Journal article
Metrics
27 Record Views
InCites Highlights
These are selected metrics from InCites Benchmarking & Analytics tool, related to this output
- Collaboration types
- Domestic collaboration
- Citation topics
- 6 Social Sciences
- 6.3 Management
- 6.3.65 Consumer Behavior
- Web Of Science research areas
- Business
- Communication
- ESI research areas
- Economics & Business