Tuesday, September 23, 2008

NBC Olympics Study Finds Value In Simultaneous Advertising On Internet And TV

NBC Universal will present a sweeping new study this week showing that audiences recall advertisements far more clearly when they are run on both TV and the Internet, findings that could change the way commercial time is bought. Findings from the research, undertaken by NBC during its broadcast of the Olympic Games, will be unveiled on Wednesday to top executives from the advertising industry, which has become increasingly concerned about return on the $70 billion spent annually to buy TV commercial time. NBC found that brand recall -- remembering the name of the product or company -- increased more than 30 percent among viewers when an advertisement ran on TV and the Internet, rather than TV alone; message recall -- remembering the main idea -- increased 41 percent when the ad ran in both places.

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