What is Carry-Over Advertising Context Effect

Interactive digital television (IDTV), the merging of the Internet and television, has the potential of reaching many consumers. Introducing interactivity in television content will replace lean-backward viewing with a more active lean-forward viewing (Van den Broeck, Pierson, & Pauwels, 2004). This new way of watching TV can have implications for the way people process the advertisements embedded in programmes. We examine the impact of two dimensions of interactivity induced by a TV quiz show, that is, user control and two-way communication (McMillan & Hwang, 2002) on the ad and brand recall of an embedded commercial. User control means the possibility of accessing extra information about the quiz show, the host, and the candidates with the remote control. Two-way communication allows the viewer to play along with the quiz using the remote control.