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British Study Says TV Ad Recall Not Much Affected By Second Screen Distraction

  • Warc, Friday, October 10, 2014 9:46 AM
British research shows that viewers recall television advertising better than they think, and they recall it even if they're using a second screen while ads on the telly run

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2 comments about "British Study Says TV Ad Recall Not Much Affected By Second Screen Distraction".
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  1. Ed Papazian from Media Dynamics Inc, October 10, 2014 at 3:17 p.m.

    According to the WARC report, people who recorded their TV viewing every fifteen minutes via a "mobile diary"----hence multitasking----were more likely to recall commercials than those who didn't. That's hardly a surprise since keeping such a record probably required the multitaskers to be more attentive, not leave the room so much, etc. I wonder how many real world multitaskers keep fifteen minute records of their TV viewing? Just asking.

  2. pj bednarski from Media business freelancer, October 11, 2014 at 5:08 p.m.

    I thought it seemed a little fishy, too.

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