IPG Units Find Lower Ad Loads Lead To Better Recall On Connected TV

Consumers perceive linear TV as having much higher advertising loads than connected TV does, and it is a major factor in their decision to view connected TV, according to the latest research between the two types of "TV" viewing experiences conducted by Interpublic's Magna and IPG Media Lab units.

The …

Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members.

Next story loading loading..

Discover Our Publications