In-Home Observations of Commercial Zapping Behavior
1995; Taylor & Francis; Volume: 17; Issue: 2 Linguagem: Inglês
10.1080/10641734.1995.10505033
ISSN2164-7313
Autores Tópico(s)Consumer Market Behavior and Pricing
ResumoAbstract Channel-switching during commercials, known as “zapping,” may greatly reduce the audiences for commercials. Little data is available on the extent of zapping, and some advertisers have tended to ignore it. Electronic zapping (using the remote control) was recorded in viewers' homes to determine the extent of, and motivations for, this behavior. Observations indicate that as much as a third of program audiences may be lost to electronic zapping. There was a high probability that a commercial would be zapped if the one before it was zapped, a phenomenon the author calls “block zapping.” Most of the observed zapping is explained as habitual behavior to avoid all commercials; less than 20% of commercials were evaluated prior to being zapped. Forty percent of subjects did no zapping, but those who zapped avoided most or all commercials.
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