The Effect of Interactive Program Loyalty Banners on Television Advertising Avoidance
Faculty of Education and Arts
School of Communications and Arts
This study used a sample of the general public in Australia to test whether program related 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.