Advertising Content and Television Advertising Avoidance

33 Pages Posted: 1 Aug 2015 Last revised: 24 Oct 2015

Kenneth C. Wilbur

University of California, San Diego (UCSD) - Rady School of Management

Date Written: October 23, 2015

Abstract

This paper 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 five minutes of inactivity prior to the break. 27% 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.

Keywords: Advertising, Advertising Avoidance, Marketing, Media Economics, Television

JEL Classification: M31, M37, L82

Suggested Citation

Wilbur, Kenneth C., Advertising Content and Television Advertising Avoidance (October 23, 2015). Available at SSRN: https://ssrn.com/abstract=2638065 or http://dx.doi.org/10.2139/ssrn.2638065

Kenneth C. Wilbur (Contact Author)

University of California, San Diego (UCSD) - Rady School of Management ( email )

9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States

HOME PAGE: http://kennethcwilbur.com

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