Abstract:

The paper explores zapping in a developing economy with moderate cable penetration (30%), determining its extent and nature. The final objective is to assess the role played by the characteristics of the commercial, i.e. novelty or humor, vs. the context in which it is placed, on zapping reduction. Type of program, attractiveness, timing and target, parallel programs, position of the commercial in the break and length of the break are some of the contextual variables analyzed. A review of breaks controlled by the above variables was the methodology used. Albeit limited by minute to minute information, the research shows that context is the crucial issue, proceeding to assess the most important structural strategies to improve commercial retention.