EXPRESS: The Effect of Content on Zapping in TV Advertising

Consumers who are uninterested in a TV ad or are annoyed by it may avoid the ad, limiting the effectiveness of not only the ad but also the remaining commercial break. Active avoidance—known as “zapping”—is potentially a major concern for both advertisers and broadcasters. In two studies, the authors investigate whether and why ad content drives or mitigates zapping and develop a conceptual framework linking multiple content factors to psychological reactions that then affect zapping. They test the content–zapping relationship by drawing on a dataset reflecting the zapping behavior of over 2,500 German television viewers combined with advertising data and content information for 1,315 spots representing 308 brands from 96 categories. The results of the first study show that ad creativity is associated with less zapping, whereas a strong information focus and a prominent or early integration of branding elements are associated with more zapping. The findings also reveal that the effects differ significantly for products with a utilitarian (vs. hedonic) consumption purpose and for search (vs. experience) goods. The results of the second study show that irritation (determined by, e.g., annoyance, feeling offended, or overwhelmed) vis-à-vis enjoyment acts as the central mechanism in explaining why ad content affects zapping.