New advertising research from Comcast reveals long-form TV and streaming advertising is twice as memorable as short-form mobile digital advertising

NEW YORK–(BUSINESS WIRE)–Comcast Advertising today released a new report titled “Television Creates Memories”. The report highlights how advertisements in the TV environment have a unique ability to generate memories – suggesting that this is due to three engagement factors that are important for brand results: attention, connection and repetition. “TV Makes Memories” reveals that these results, and therefore the strongest memories, are most effectively achieved through premium, long-form television advertising – both traditional and streaming – on the big screen.

Comcast Advertising conducted the study in partnership with MediaScience, a leading provider of audience lab research. The results revealed that spontaneous recall was 2.2 times higher and purchase intent was 1.3 times higher for the same ads seen in the big-screen “TV” environment compared to the mobile digital. Additionally, when a TV ad preceded these types of digital ads, purchase intent and spontaneous recall were better than two digital mobile ads alone.

“Many of us instinctively know that TV commercials are memorable. The jingle that gets stuck in your head, the commercials that make you laugh – all of these are the result of television’s ability to imprint on your memory a unique way,” said James Rooke, President of Comcast Advertising. “This research validates TV recall, proving that ads viewed in the long, casual TV environment have greater unaided recall and purchase intent. as the same ads displayed in a short, small-screen, digital mobile stream. Engagement is a metric that matters more and more to our customers, and with this research, we show how powerful TV and streaming are when it comes to creating that engagement.

In the study with MediaScience, Comcast Advertising sought to better quantify TV and streaming advertising engagement on the “big screen,” exploring the impact of different types of ad exposure on memory. Viewers saw 30-second ads in “mobile digital” environments, “TV” environments, and a combination of the two. Participants were then exposed to a seamless mix of well-known and unknown brands, and their response was measured by biometrics – including eye tracking, cardiac deceleration and neurometric intensity – as well as survey questions. post exposure.

The consumer study examined how the impact of viewing a traditional or streaming TV ad in a “television environment” can differ from that of a viewer viewing the same ad in a “digital mobile” environment on a as measured by awareness, recall and purchase intent. Comcast Advertising extended this comparison to examine the three factors of memory drawn from existing academic research on memory influencers: attention, connection, and repetition – to explore differences in the ability of a TV environment by compared to a mobile environment to influence memory and ultimately advertising. efficiency.

In addition to findings regarding purchase intent and recall, the study found that:

  • Ads viewed in the TV environment attracted more visual attention as participants watched 71% of the ad, compared to only 30% of digital mobile ads – likely due to the full-screen viewing experience and distractions attenuated inherent in the digital experience.

  • Participants rated the creative message better when an ad seen in the TV environment preceded an ad in the digital mobile environment.

  • At first exposure, recall was 3.4 times better for TV ads compared to digital mobile ads, compared to 2.3 times better recall for well-known brands – suggesting that viewing ads in the television environment gave brands the best opportunity to make a first impression and better impact the formation of consumer brand memories.

As this research revealed, in the high-quality, long-duration, full-screen TV environment where visual attention is high, brands are more likely to be remembered, which influences consumers when they drive purchases and improve multi-screen advertising. it may follow. When it comes to branding, advertisers need to think about how their ads drive attention, build connection, and use repetition, which improves memory and therefore effectiveness.

“Once again we see the power of cross-platform synergy,” said Dr. Duane Varan, CEO of MediaScience. “Here, social media and digital video work best when they activate memory structures built through the kind of brand equity that television offers. It’s a powerful combination.

To read the full report, “TV Makes Memories”, please click here.

About Comcast Advertising

Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as between publishers, distributors, MVPDs, agencies and other industry players. Effectvits advertising sales division, helps local, regional and national advertisers connect with their audience on every screen by using advanced data to drive the targeting and measurement of their campaigns. Freewheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces needed to ensure that buyers and sellers can transact on all screens, on all types of data and across all communication channels. sale, in order to achieve the ultimate goal: results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.

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