Study: TV Beats Radio, Web For Ad Recall

Canada's equivalent to the Television Bureau of Advertising released data Thursday from a biometric study showing that TV is notably more effective in prompting ad recall than radio or online ads.

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."



4 comments about "Study: TV Beats Radio, Web For Ad Recall".
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  1. Douglas Ferguson from College of Charleston, January 29, 2010 at 10:33 a.m.

    And who can argue with research done "by TV, about TV"? [sarcasm]

  2. Jonathan Mirow from BroadbandVideo, Inc., January 29, 2010 at 3:51 p.m.

    This is in CANADA - they don't have the internet there yet. Sheesh.

  3. John Grono from GAP Research, January 29, 2010 at 5:04 p.m.

    Good point Douglas. Which raises the question why on earth would anyone believe any on-line publishers website analytics data, which in my two decades experience of audience measurement research produces the least robust, reliable or impartial metrics I've seen.

  4. Brent Walker from Soundscapes, February 1, 2010 at 10:21 a.m.

    I don't suppose the subjects were allowed a Tivo remote in their the way, they don't make those for radio. (snarky comment)

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