Monday, June 27, 2011
Zipping and Zapping - An Old Concept but Still Somewhat Valid
Zapping
Only a few years ago, the major concern of television advertisers was to inhibit viewer from leaving the room during the commercials. Now there is a much more serious problem- commercials can get zapped without leaving the room. A viewer can turn off the sound or change channels with a remote control tuner (zapping) or run fast-forward on a prerecorede program (zapping). Households with remote controls for their TV sets zap ads 60 percent more than do those without remotes - and such remotes are not win more than 50 percent of all U.S. TV homes, and there are more of them every day.
Zipping
A study found that consumers playing back prerecorded programs on their videocassette recorders tend to zip through ads over 60 percent of the time. Another study looking at consumers zipping through videotaped and ads also found that while most consumers zipping through ads whipped through all ads in discriminately, trying to avoid all of them, zipping rates were lowest for the first commercial in the first pod and highest for the commercials in the last pod. So while it appears far more difficult to fight zipping than zapping, early pod placement might offer some hope. Other advertisers combat zipping by developing commercials that use visual elements (such as brand logos or package shots) that will be visible even if the viewer is fast-forwarding through the ad. Patricia Stout and Bendicta Burda found that such a "brand dominance" strategy does appear to inhibit the reducing effects of zipping on attitude toward the ad, brand beliefs, and purchase intentions.
- Batra, R., Myers, J., & Aaker, D. (2006). Advertising Management, Pearson. pp. 237-238.
Only a few years ago, the major concern of television advertisers was to inhibit viewer from leaving the room during the commercials. Now there is a much more serious problem- commercials can get zapped without leaving the room. A viewer can turn off the sound or change channels with a remote control tuner (zapping) or run fast-forward on a prerecorede program (zapping). Households with remote controls for their TV sets zap ads 60 percent more than do those without remotes - and such remotes are not win more than 50 percent of all U.S. TV homes, and there are more of them every day.
Zipping
A study found that consumers playing back prerecorded programs on their videocassette recorders tend to zip through ads over 60 percent of the time. Another study looking at consumers zipping through videotaped and ads also found that while most consumers zipping through ads whipped through all ads in discriminately, trying to avoid all of them, zipping rates were lowest for the first commercial in the first pod and highest for the commercials in the last pod. So while it appears far more difficult to fight zipping than zapping, early pod placement might offer some hope. Other advertisers combat zipping by developing commercials that use visual elements (such as brand logos or package shots) that will be visible even if the viewer is fast-forwarding through the ad. Patricia Stout and Bendicta Burda found that such a "brand dominance" strategy does appear to inhibit the reducing effects of zipping on attitude toward the ad, brand beliefs, and purchase intentions.
- Batra, R., Myers, J., & Aaker, D. (2006). Advertising Management, Pearson. pp. 237-238.
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