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papers > meurs98
Lex van Meurs (1998).
Zapp! A Study of Switching Behavior during Commercial Breaks.
Journal of Advertising Research, vol.38, no.1, pp..
http://www.warc.com/
Abstract
The ultimate objective of the research is to offer all parties in the advertising process (ie, advertisers, advertising agencies, media agencies, and TV channel operators) guidelines to make television advertising more efficacious. That is why it was decided to broaden the goal of the research to 'obtaining insight into the degree in which channel switching around and during commercial breaks does occur, the influence of this switching on the ratings of commercial breaks, and the causes of this switching.'
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