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TV ads more effective than online, says study
Viewers are more likely to emotionally engage with TV ads than those on the internet or mobile devices, according to a new study by the Cable & Telecommunications Association for Marketing and research firm NeuroFocus. The report, which measured viewers’ physical responses to test ads, shows TV is particularly good at striking an emotional chord, leading to better recall and higher intent to purchase. A mobile devices’ small monitor, which causes viewers to “zero in” on the screen, aids recall but fails to emotionally engage audiences. Internet ads came in last on the emotional engagement scale, requiring repeated exposure before consumers would buy the advertised product.
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