Tablets and TV Advertising: Understanding the Viewing Experience

ABSTRACTA paucity of work exists regarding how advertising fares on the growing technology of tablets. This study examines the processes and attitudes toward advertising while streaming TV and movie content on tablets, using the predictors of advertising avoidance, irritation, and skepticism. A survey of adult iPad users in the United States reveals that while ad avoidance did not differ between the iPad and television, ad irritation was significantly higher on the iPad. Further, whereas both ad skepticism and irritation were correlated with avoidance, it was irritation that was the predictor, not skepticism. Implications for the future of TV advertising on the iPad are discussed.