Ad Recall and Purchase Intent Are Higher for TV Ads than Mobile

2 Min Read

This year has seen a rise in the number of advertisers who have been moving their ad dollars to Connected TV—and it looks like that investment is not unfounded. In a new study from Comcast Advertising and MediaScience, unaided recall of ads viewed in a big screen TV environment were 2.2 times higher than the same ads served on digital mobile platforms. Purchase intent was also higher for ads on television screens, at around 1.3 times higher than mobile. 

This new data lines up with research from a previous study conducted in December last year, in which participants reported that they are able to recall streaming TV ads 46% of the time (as compared to 33% for social media ads, 12% for ads in mobile games, and 9% for ads on websites). And for those streaming viewers who hang on to their mobile devices while watching Connected TV, 31% use that device to research or purchase products they see advertised and 33% say they bought a product after seeing it advertised on TV or a streaming service.

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