Do new forms of television advertising occasion better recall than traditional advertising spots?

María Arrazola, José de Hevia and Pedro Reinares

Rey Juan Carlos University

Ricardo Reinares Lara

Mediaset España

Introduction

The effectiveness of traditional advertising communication on television has been increasingly questioned in recent years (Wilbur 2008), largely due to audience fragmentation (Chowdhury et al. 2007), channel switching (Tse & Lee 2001; Elpers et al. 2003) and advertising clutter (Lowrey et al. 2005). Other than these well-known problems the advertising industry has been significantly affected by recent developments in technology and media use (Steyn et al. 2011). The rise of social media has created a new playing field for advertisers who need to manage their brands (Vanden Bergh et al. 2011). Marketers are increasingly using video-sharing websites to showcase their brand communication efforts (Steyn et al. 2011). Researchers who study new media have noted that YouTube and other user-generated content websites are creating new viewing patterns, social interactions and communication dynamics between message producers and receivers (Paek et al. 2011). Obviously television, as an advertising medium, has new competitors.