The effect of interactive program loyalty banners on television advertising avoidance

Dix, S., Bellman, S., Haddad, H. and Varan, D. (2009) The effect of interactive program loyalty banners on television advertising avoidance. In: ANZMAC 2009: Sustainable Management and Marketing, 30 November - 2 December 2009, Crown Promenade, Melbourne, Australia.

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Abstract

This study used a sample of the general public in Australia to test whether programrelated interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distracted viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by DVRs, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners.