Commercial Breaks: A Viewing Behavior Study Journal Article uri icon



  • This study used in-home episodic sampling by trained participant observers to analyze viewing behavior in a naturalistic setting. The observers tracked screen activity moment-by-moment, as well as the viewers' responses and activities, which were then transformed by the observers into scripts of the viewing episode. This study analyzed channel changing and other commercial avoidance behaviors. The study found that channel changing is stimulated more by commercials than by programs, and that 90 percent of channel changers click the switch during commercial breaks. The results also lead to serious questions about program and station loyalty.

publication date

  • June 1, 1994

has restriction

  • closed

Date in CU Experts

  • March 10, 2015 9:30 AM

Full Author List

  • Moriarty SE; Everett S-L

author count

  • 2

Other Profiles

International Standard Serial Number (ISSN)

  • 0022-5533

Additional Document Info

start page

  • 346

end page

  • 355


  • 71


  • 2