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Research papers

Dealing with commercial avoidance

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...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV
Authors: Patricio Moyano, Rodrigo Berrios
Company: IBOPE Inteligencia
June 23, 2005
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Citation

Moyano and Berrios (2005a, June 23). Dealing with commercial avoidance. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/dealing-with-commercial-avoidance