Featured Research

from universities, journals, and other organizations

Don't Touch That Dial! Watching Commercials Leads To Greater Enjoyment Of TV Programs

Date:
February 24, 2009
Source:
University of Chicago Press Journals
Summary:
We all complain about commercials, and many people invest in technology to eliminate them. But a surprising new study shows that, contrary to popular belief, commercials improve television viewing in many cases.

Contrary to popular belief, commercials improve television viewing in many cases, new research suggests.
Credit: iStockphoto/Matej Pribelsky

We all complain about commercials, and many people invest in technology to eliminate them. But a surprising new study in the Journal of Consumer Research shows that, contrary to popular belief, commercials improve television viewing in many cases.

Related Articles


"Although consumers have difficulty predicting this, their enjoyment of television shows tends to gradually diminish during the viewing experience. That is, viewers adapt to the show, making every minute slightly less enjoyable than the previous one," write authors Leif D. Nelson (University of California, San Diego), Tom Meyvis, and Jeff Galak (both New York University).

The researchers conducted six studies where participants watched and evaluated either continuous or disrupted versions of programs. In the first study, participants watched an episode of the sitcom "Taxi." Although the participants disliked the commercials, those who watched the show with commercials liked it better than those who watched it without. A second study found that people enjoyed a short animated clip more when it was interrupted by a commercial than when it played continuously.

A third study found that participants who watched an interrupted version of a nature documentary not only enjoyed the documentary more, but were also willing to donate more to a nature charity after viewing.

The researchers also found that non-commercial interruptions had the same positive effect as commercials, reinforcing their hypothesis that when disrupted, people do not adapt to the programs and as a result, enjoy them more. And, finally, commercial interruptions made a video clip more enjoyable for younger consumers than older consumers.

"Very fast-paced and complex shows, such as "24," probably do not benefit from commercial interruptions since viewers are unlikely to adapt to these shows. However, we do find that commercial interruptions, although universally shunned, do make a wide variety of shows more enjoyable, including sitcoms, animations, documentaries, and music videos," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Leif D. Nelson, Tom Meyvis, and Jeff Galak. Enhancing the Television-Viewing Experience through Commercial Interruptions. Journal of Consumer Research, 2009; 0 (0): 090113073637062 DOI: 10.1086/597030

Cite This Page:

University of Chicago Press Journals. "Don't Touch That Dial! Watching Commercials Leads To Greater Enjoyment Of TV Programs." ScienceDaily. ScienceDaily, 24 February 2009. <www.sciencedaily.com/releases/2009/02/090223221528.htm>.
University of Chicago Press Journals. (2009, February 24). Don't Touch That Dial! Watching Commercials Leads To Greater Enjoyment Of TV Programs. ScienceDaily. Retrieved December 20, 2014 from www.sciencedaily.com/releases/2009/02/090223221528.htm
University of Chicago Press Journals. "Don't Touch That Dial! Watching Commercials Leads To Greater Enjoyment Of TV Programs." ScienceDaily. www.sciencedaily.com/releases/2009/02/090223221528.htm (accessed December 20, 2014).

Share This


More From ScienceDaily



More Science & Society News

Saturday, December 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

After Sony Hack, What's Next?

After Sony Hack, What's Next?

Reuters - US Online Video (Dec. 19, 2014) The hacking attack on Sony Pictures has U.S. government officials weighing their response to the cyber-attack. Linda So reports. Video provided by Reuters
Powered by NewsLook.com
Sierra Leone Bikers Spread the Message to Fight Ebola

Sierra Leone Bikers Spread the Message to Fight Ebola

AFP (Dec. 19, 2014) More than 100 motorcyclists hit the road to spread awareness messages about Ebola. Nearly 7,000 people have now died from the virus, almost all of them in west Africa, according to the World Health Organization. Video provided by AFP
Powered by NewsLook.com
Spokesman: 'NORAD Ready to Track Santa'

Spokesman: 'NORAD Ready to Track Santa'

AP (Dec. 19, 2014) Pentagon spokesman Rear Adm. John Kirby said that NORAD is ready to track Santa Claus as he delivers gifts next week. Speaking tongue-in-cheek, he said if Santa drops anything off his sleigh, "we've got destroyers out there to pick them up." (Dec. 19) Video provided by AP
Powered by NewsLook.com
Navy Unveils Robot Fish

Navy Unveils Robot Fish

Reuters - Light News Video Online (Dec. 18, 2014) The U.S. Navy unveils an underwater device that mimics the movement of a fish. Tara Cleary reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins