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The Longer Viewers Watch
NEW YORK–A study by Zenith Media, being distributed to clients, confirms the long-held belief that the longer viewers stick with a TV program, the more ads they remember.
Still, the research also revealed that only 6 percent of a random, nationwide sample could remember any advertising without prompting. And even when prompted, 39 percent could not remember a single ad.
About 1,200 adults were asked questions about TV spots on prime-time shows on ABC, NBC, CBS and Fox.
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