The research showed that TV spots produced "aided next-day recall" that was three times higher than radio ads, five times higher than with online display ads, and a lesser 1.4 times greater than online video ads.
The study using biometric research that tracked reactions such as heart rate and skin sweat, and included 100 adults 18 to 49. It was conducted by Innerscope, and 24 national brands were included.
Participants viewed TV ads appearing in a 30-minute episode of "Two and a Half Men"; listened to radio ads during 15 minutes of tune-in to a Toronto FM radio station; and saw online ads while surfing a Canadian MSN site for 15 minutes. They were also exposed to ads while reading a Vancouver newspaper for 30 minutes.
Dr. Carl Marci, Innerscope CEO, stated: "Each media type has its own strengths. Some appeal more cognitively, others more emotionally. The television environment appeals strongly to both -- leading to the high engagement levels seen in this study."