Zipped Commercials: Are They Effective?

Abstract This study examines how zipping (the electronic avoidance of commercials by fast-forwarding through them while viewing pre-recorded video-taped programs) and brand dominance affect viewers' processing of advertising information. Results indicate that zipping does interfere with the viewer's ability to process the information presented. Speed of commercial presentation significantly affected product, brand name and ad content recall, and brand recognition. Brand dominance produced a slight, but generally inconclusive effect on memory of brand name and commercial content. Viewers of the zipped commercials also had more neutral attitudes toward the ad and the brand. Brand dominance “inhibited” the effects of zipping on attitudes toward the ad, brand beliefs, and purchase intentions.