Commercial Breaks: A Viewing Behavior Study.

Moriarty, Sandra E.; Everett, Shu-Ling

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Peer reviewed

ERIC Number: EJ492629

Record Type: Journal

Publication Date: 1994

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0196-3031

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Commercial Breaks: A Viewing Behavior Study.

Moriarty, Sandra E.; Everett, Shu-Ling

Journalism Quarterly, v71 n2 p346-55 Sum 1994

Analyzes television viewing behavior in a naturalistic setting, investigating channel changing and other commercial avoidance behaviors. Finds that channel changing is stimulated more by commercials than by programs and that 90% of channel changers click the switch during commercial breaks, raising serious questions about program and station loyalty. (SR)

Descriptors: Communication Research, Higher Education, Mass Media Use, Television Commercials, Television Research, Television Viewing

Publication Type: Reports - Research; Journal Articles

Education Level: N/A

Audience: N/A

Language: English

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Authoring Institution: N/A

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Author Affiliations: N/A