Zapping Behavior How much does a consumer retain? Rachel Rikkers #347186

Zapping Defined = “commercial avoidance where individuals viewing television programs switch channels or physically leave the viewing room or concentrate on doing other things while the commercial is broadcast.”

Zapping  Also called… ‘channel switching’ ‘channel surfing’ ‘channel grazing’ ‘fast forwarding’ ‘physically leaving the room’

Advertising on Television  Main focus of study  Second focus of study

Study Objectives  Hypothesis One Nonzappers can recall more advertised brands than zappers.  Hypothesis Two Advertisements placed at the last positions within a program achieve a higher level of brand recall than those placed at other positions.

Method  Interviews Telephone During prime time Two channels  Respondents asked to recall brands

Results  81% were classified as “zappers”  Hypothesis 1 Nonzappers 23.25% Zappers 2.91%  Hypothesis 2 77% brands recalled were in the last positions 4% brands recalled were in the first positions

Advertising Impacts  Majority of respondents switch channels during commercials.  Pays to place product toward the end of the commercial break. Combine with other techniques : Road blocking Commercial wraparound  Program attractiveness

Advertising Solutions  Shorter Commercials Examples Sprite and My Globe  Product Placement

America’s Zapping Behavior ANNUAL HOUSEHOLD INCOMEZAPS ONCE EVERY < $15,0006 minutes, 15 seconds $15-$24,9994 minutes, 10 seconds $25-$49,9993 minutes, 27 seconds $50-$74,9993 minutes, 7 seconds $75,000+2 minutes, 42 seconds *L.D. Perey & Co. study

Do You Remember? Budweiser COKETaco Bell TargetAT&T

Other Interesting Facts  Sports, soaps, series, and game shows cause an increase in channel switching.  An individual watching TV on his or her own is more likely to channel switch.  Zapping behavior is motivated by functional needs, not by irritation, product advertisement, or specific ad characteristics.  Less switching during center breaks vs. end breaks

Effects on Children  Watching TV alone vs. with parents  Desire to consume  Request for branded toys  3-hour Saturday morning television session has 120 adverts aimed at children

Questions? Thank you.

References Ching Biu Tse, Alan, Ruby P.W. Lee. “Zapping Behavior During Commercial Breaks.” Journal of Advertising Research 41.3 (May 2001): 25. Van Meurs, Lex. “Zapp! A Study on Switching Behavior During Commercial Breaks.” Journal of Advertising Research 38.1 (Jan-Feb. 1998): 43. Seenan, Gerard. “TV Kids Who Seek More From Santa.” 30 Mar The Gaurdian 8 Feb “Reflections on the Forty-Fifth Anniversary of the Television Remote Control.” 8 Feb Diyco, Nannette Frances. “Creative Media.” 15 Sept Business World Internet Edition 8 Feb