Continuing practice of avoiding TV commercials
Over the last decade we have noted an intensifying practice of zapping, i.e. flicking through television channels during a commercial break. According to a survey conducted by Ipsos in April this year, almost half (47%) of the Polish population (aged 15 and above) normally check what is being shown on other channels when a commercial break begins.
The percentage claiming to switch channels is - according to the latest survey - 10% higher now than in 2000, and as much as 30% higher than the level noted in 1995. However, one should note that this percentage has not changed since last year. Channel switching during the adverts is still more common among men (52% - compared to 42% among women), among those with higher education (53%), and among young people aged from 15 to 20 (58%).
What do you normally do when a commercial break begins on the television?
The intensification of zapping in Poland is largely due to the growing number of remote-controlled TV sets, as well as the number of television channels available rising every year. It is also a response to the overall standard of commercials broadcast on Polish television, considered by Poles as boring (46%) or irritating (31%), and only by a few as interesting (4%). Those claiming to be bored of watching adverts are more likely to be youngsters (aged 15 to 29), pupils and students, while they are irritating more often for Poles over 40 and those with higher education.
Comment:
The above data should not lead to the hasty conclusion that the trend of consumers avoiding commercials has been halted. Although the percentage of those switching between channels during commercial breaks has not changed this year, only the next surveys will reveal whether or not the situation is going to worsen (from the advertisers' point of view).
Jacek Otffinowski
Director, Ipsos ASI
