TV generates more consumer recall and purchase intent

Pooja Midha

Discusses the effectiveness of TV in generating consumer recall and driving purchase intent compared to mobile video, and ways marketers can leverage TV to maximise their marketing mix.

PM Images/Getty Images

For many viewers who came of age in the Television Era (specifically the 1950s to the early 2000s), TV ads have as special a place in their memories as their favorite TV shows.

But what makes one's favorite ads so memorable? What are the factors that make TV ads an effective marketing tool, and how does TV compare to Facebook or YouTube mobile video? Shedding light on the answers to these questions are two recent studies, which together tell a compelling story about how TV advertising helps brands build connections with consumers at scale.

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