What is the term for shifting channels during commercial breaks?

The term for shifting channels during commercial breaks is known as zapping. This behavior is a common response among viewers who want to avoid commercials and instead find other content to watch. Zapping reflects the changing landscape of media consumption, where audiences have more control over what they watch and when they watch it, particularly with the advent of digital television and streaming services. This phenomenon is particularly relevant in consumer behavior studies, as it highlights the challenges advertisers face in capturing audience attention when viewers are inclined to switch to other programs during ad breaks.

In contrast, zipping refers specifically to fast-forwarding through commercials on recorded content, and channel surfing generally describes the act of quickly cycling through various channels without necessarily focusing on any specific program. Skipping can refer to moving past content, but it doesn't specifically denote the action taken during a commercial break as effectively as zapping does. Understanding these distinctions helps consumers and marketers alike navigate the media landscape more effectively.