An electronic program guide (EPG) application is configured to render a program listing, a currently indicated program, and additional data. The EPG application is further configured to automatically determine, based on user-submitted EPG navigation commands, whether or not the user is likely interested in the currently indicated program. If it is determined that the user is likely interested in the currently indicated program, then the additional data that is displayed along with the program listing is detailed data associated with the currently indicated program. In contrast, if it is determined that the user is likely not interested in the currently indicated program, then instead of detailed data associated with the currently indicated program, the additional data that is displayed along with the program listing is content that is targeted to the user.