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NEW YORK TV spots shown during programming on the Web resonate far better with viewers than the same 30-second ads on TV, thanks to the Internet’s lack of clutter and more attentive (if much smaller) audience, according to a new study by Millward Brown.
The research firm recruited more than 3,000 viewers to watch a network TV show on alternate platforms, pitting Web video ads against the same show on TV. The study found that, compared to live TV, Web spots increased the viewer attention rate by 53 percent, awareness by 52 percent, consideration by 27 percent and favorability by 26 percent.
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