• Tab Times, Thursday, January 19, 2012 3:58 PM

Tablet ads are outperforming traditional print ads substantially in both reader recall and in "action scores," which measure when consumers "make a purchase, go to a link, or click to download an app," Tom Robinson, managing director of research firm Affinity, told Tab Times. Robinson attributed the difference to digital media's providing "opportunities to respond with the interactivity."

Still, Robinson wondered if "this [is] a honeymoon effect or is this a trend over time. As tablets become mainstream, will those recall and action scores continue to skew higher?"

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