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Channel Hoppers Zap Television Commercials
Thanks to the remote-control channel-changer, it is now easy to avoid the commercial "messages" stuck in and around television programmes. You simply click away —"zap", in the jargon of the advertising industry — to something more interesting until the sales pitch is over.
Between four and 15 per cent of us, according to industry research, are regular zappers. My own guess, based on research in a single household, is that the heaviest rappers are those with advertising-laden satellite television.
Trying to watch the news on CNN on Monday evening, I counted six advertisements for hotels in Nagoya, Japan, before zapping to Sky News, to land in the midst of a family extolling the virtues of Domestos multi-purpose cleaner.
The prospect of a zapping epidemic terrifies advertisers. In the United States recently, the head of the soap-powder giant, Procter and Gamble, recently uttered the dire warning that the conventional TV commercial will disappear. The company is afraid that the advent of digital technology and the proliferation of subscription channels, on which little or no advertising appears, will take away the willingness of viewers to sit through any commercials at all.
Philip Bird, British marketing manager for the international publishing group G&J, agrees. "The writing is surely on the wall for television advertising," he says. "Avoiding ads will be child's play, albeit rich child's play." It's only the chattering classes, he believes, who like clever commercials; the great mass of the audience is fed up with being bombarded with them and will pay a premium to avoid them.
Therefore, Procter and Gamble is probably right to suspect that the days of the old-fashioned commercial break are numbered. The betting is that in the future such big advertisers will try to slide away from hard-edged television commercials into the far more flattering role of sponsor.