Nguyen, Yolanda,2025-12-172025-12-172018https://hdl.handle.net/11541.2/1361231 ethesis (viii, 188 pages) :illustrations (some colour)Includes bibliographical references (pages 124-133)Traditionally, television advertising avoidance has been studied in the context of the in-home television set. But today, people are spreading their television consumption across multiple devices, including the PC, laptop, tablet, and smartphone. To date, no research exists that allows media and advertising practitioners to compare the rate and types of television ad avoidance, and hence the relative effectiveness, of all television viewing devices. This thesis investigates systematically, for the first time, how different devices used for television viewing differ in terms of their types and rates of ad avoidance.enMobile computing.Television advertising.Television viewersthesis