June 30, 2016

Multichannel News: CRE: TV Outperforms Digital in Total Ad Recall

Study shows 62% of TV viewers and 46% of smartphone users recall half of ads.

A study unveiled by the Council for Research Excellence shows that TV watchers pay more attention to advertisements than their digital counterparts.

According to the study, conducted by Hub Entertainment Research, 62% of TV viewers were able to recall half or more of advertisers, followed by tablet (47%), smartphone (46%) and computer (45%) users. For attentiveness, another key measure of engagement, 29% of participants rated TV an 8-10 on a 10-point scale where 10 means complete attention, ahead of smartphone (23%), computer (20%) and tablet (17%).


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