TV and Recall: What the Cross-tab Doesn't Tell You

Lucy Shepherd

Discusses CIAMediaLab's multiple study of commercial recall, based on fieldwork by Broadcast Research in 1999.

TV Ad Recall: What the Crosstab Doesn't Tell You

Lucy Shepherd

Great TV buying has always been a question of balance between often conflicting factors. In the digital, multichannel environment, there has been an exponential increase in the complexity of the market, and even more conflicting factors to balance.

CIA MediaLab has undertaken the most comprehensive study yet in this area, resulting in fresh insights. Previous knowledge has developed on the foundations of research that has typically been issuespecific eg, centre versus end break and this has typically focused on terrestrial homes and channels. There are two major...

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