{"id":4751,"date":"2011-07-06T01:55:19","date_gmt":"2011-07-05T17:55:19","guid":{"rendered":"https:\/\/www.curtin.edu.au\/news\/controlling-the-remote\/"},"modified":"2022-12-07T13:06:42","modified_gmt":"2022-12-07T05:06:42","slug":"controlling-the-remote","status":"publish","type":"post","link":"https:\/\/www.curtin.edu.au\/news\/controlling-the-remote\/","title":{"rendered":"Controlling the remote"},"content":{"rendered":"

Superimposing loyalty banners over the lower eighth of TV screens during ad breaks can reduce channel changes by almost 40 per cent – but decreases recall of commercials by more than a third, Curtin University researchers have found.<\/p>\n

In a recent paper, School of Marketing<\/a><\/strong> Senior Lecturer Steve Dix concluded that interactive banners appearing during ad breaks, and that let viewers answer questions about the show they were watching, were likely to be a mixed blessing for advertisers.<\/p>\n

\"\"<\/a>
Steve Dix found interactive TV banners were a mixed blessing for advertisers.<\/figcaption><\/figure>\n

“There was certainly a tick upward in the percentage of people who stayed with the channel,” Dr Dix told Curtin News<\/em>.<\/p>\n

“But it didn’t do the advertisers many favours because viewer recall of the ads dropped to just less than 40 per cent.<\/p>\n

“There was no memory trace for a lot of those ads.”<\/p>\n

Recall of ads fell by 36 per cent, and\u00a0Dr Dix said this was linked to split attention.<\/p>\n

“People may recall engaging with the banner and answering the question but this detracted from them processing the advertising message,” he said.<\/p>\n

“This makes sense because, psychologically, we can only attend to one thing at a time.”<\/p>\n

A New Method to Reduce TV Ad Avoidance: The Effectiveness of Interactive Program Loyalty Banners, <\/em>authored by Dr Dix, concluded that interactive loyalty banners clearly distracted viewers from optimally processing ads.<\/p>\n

“The television networks are anxious to keep as many eyeballs as they can during advertising breaks to maximise their revenue,” Dr Dix said.<\/p>\n

“Advertisers are charged according to the size of the\u00a0program <\/em>audience but, in some regions,\u00a0advertising<\/em> audience numbers determine the cost of the advertising.<\/p>\n

“The real pressure on the networks is to try and keep audiences tuned during ad breaks comprising seven or eights ads.”<\/p>\n

Aside from the impacts on viewer attention, the most serious obstacle to implementing interactive loyalty banners was the reaction of advertisers themselves – whom Dr Dix considered would resist having their expensive 30-second productions partly obscured.<\/p>\n

The research was undertaken at Murdoch University’s Interactive Television Research Institute and Dr Dix said the institute’s Professor Duane Varan and Associate Professor Steve Bellman were integral to the study.<\/p>\n","protected":false},"excerpt":{"rendered":"

The eyeballs may stay but recall drops away.<\/p>\n","protected":false},"author":4275,"featured_media":208,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_oasis_is_in_workflow":0,"_oasis_original":0,"_oasis_task_priority":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","wds_primary_category":0,"wds_primary_research-areas":0,"footnotes":""},"categories":[4],"tags":[],"research-areas":[],"class_list":["post-4751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":{"post_options":{"":null,"additional_content":{"title":"","content":"","image":false},"related_courses":false,"credits":{"author":"","photographer":"","media":false},"display_author":true,"banner":{"image":false}}},"featured_image":"https:\/\/www.curtin.edu.au\/news\/wp-content\/uploads\/2022\/06\/remote-1.jpg","author_meta":{"first_name":"Curtin","last_name":"University","display_name":"Curtin University"},"publishpress_future_action":{"enabled":false,"date":"2026-04-29 12:39:10","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/posts\/4751","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/users\/4275"}],"replies":[{"embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/comments?post=4751"}],"version-history":[{"count":0,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/posts\/4751\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/media\/208"}],"wp:attachment":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/media?parent=4751"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/categories?post=4751"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/tags?post=4751"},{"taxonomy":"research-areas","embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/research-areas?post=4751"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}