TV's a More Effective Ad Medium Than Web

NEW YORK A new research report designed to assess viewer engagement as it relates to various media platforms suggests that television presents a more effective commercial environment than the Internet or mobile devices.

A joint initiative of the Cable & Telecommunications Association for Marketing and the research firm NeuroFocus, the study found that TV earns high marks for emotional engagement, commercial recall and intent to purchase. Small-screen media is less immersive; as such, viewers tend to find that advertising on mobile and Internet platforms is not nearly as engaging as it is on TV.

“Emotional

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