AUDIENCE PERCEPTION OF POP-UP COMMERCIALS ON ZEE WORLD AND ROKS TV CHANNELS AMONG VIEWERS IN ENUGU METROPOLIS
Abstract
Abstract
This study investigates audience perception of pop-up commercials on Zee World and ROKS TV channels among viewers in Enugu Metropolis. With the increasing integration of advertising into media content, pop-up commercials have become a common strategy for capturing viewers’ attention. However, their effectiveness depends largely on audience reception and perception. The study adopts a survey research design, using structured questionnaires to collect data from viewers in Enugu Metropolis. Findings reveal that while pop-up commercials enhance brand awareness, they are often perceived as intrusive and disruptive to viewing experience. The study concludes that although pop-up commercials are effective in message dissemination, their overuse may negatively affect audience satisfaction. Recommendations are made for balanced and viewer-friendly advertising strategies.
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