Study: TV, Mags Ads More Effective Than Online Ones
A new study—by media researcher McPheters & Co. and in cooperation with Condé Nast and CBS Vision—found, perhaps not surprisingly, that when it comes to ad effectiveness, TV and magazine ads trump Internet ads.
The findings come at a time of continued high anxiety for print and TV media, with marketers reducing spending and shifting those reduced budgets to the Web.
Like other cross-media studies that have come before it, the McPheters research compared ad recall across media (in this case, 30-second TV ads; full-page, four-color magazine ads; and standard-sized Internet banner ads.)
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in