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Advertising Content and Television Advertising Avoidance

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  • Kenneth C. Wilbur

Abstract

This article proposes a new measure of television advertising avoidance, the Passive/Active Zap (PAZ), as an occurrence of a set-top box switching channels during a commercial break after at least 5 min of inactivity prior to the break. Twenty-seven percent of eligible commercial breaks are interrupted by a PAZ. A proportional hazards model is applied to a unique dataset to estimate the impact of advertising content and commercial break characteristics on PAZ behavior. The results show that advertising avoidance is negatively associated with movie ads and positively associated with advertising for websites, auto insurance and women’s clothing. Ad avoidance also tends to rise with repeated exposures to the same ad creative, advertising aired on general-interest television networks, later hours of the evening, and rainfall.

Suggested Citation

  • Kenneth C. Wilbur, 2016. "Advertising Content and Television Advertising Avoidance," Journal of Media Economics, Taylor & Francis Journals, vol. 29(2), pages 51-72, April.
    • Handle: RePEc:taf:jmedec:v:29:y:2016:i:2:p:51-72
    DOI: 10.1080/08997764.2016.1170022
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    Cited by:

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    4. Anna E. Tuchman & Harikesh S. Nair & Pedro M. Gardete, 2018. "Television ad-skipping, consumption complementarities and the consumer demand for advertising," Quantitative Marketing and Economics (QME), Springer, vol. 16(2), pages 111-174, June.
    5. He, Chen, 2018. "Essays on the role and effects of advertising," Other publications TiSEM 47a3272a-54f1-4a90-9714-c, Tilburg University, School of Economics and Management.
    6. Henriques, David, 2020. "Effects of TV airtime regulation on advertising quality and welfare," LSE Research Online Documents on Economics 106963, London School of Economics and Political Science, LSE Library.
    7. Matthew McGranaghan & Jura Liaukonyte & Kenneth C. Wilbur, 2022. "How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift," Marketing Science, INFORMS, vol. 41(5), pages 873-895, September.
    8. Henriques, David, 2021. "Effects of TV airtime regulation on advertising quality and welfare," Information Economics and Policy, Elsevier, vol. 55(C).
    9. Banerski Grzegorz & Biele Cezary & Awdziej Marcin & Kaczyński Adam & Molenda Sylwester, 2021. "Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(2), pages 2-32, June.

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