NBC: Online ads more effective than TV ads
March 7, 2008
NBC has released research that suggests advertising in its programmes streamed online are better liked and more recalled than advertising on TV. According to a survey conducted on 5000 users of NBC's online service 'NBC Rewind', viewers said ads streamed online with full-length episodes were less disruptive than on television and that they had a strong desire to interact with advertising. Ads with Interactive elements were more likely to elicit higher brand recall as well as high agreement that the ads were entertaining and relevant.
“NBC.com's loyal users actively navigate and curate their own experience in NBC Rewind, so there is a high level of engagement,” said Peter Naylor, senior VP, digital media sales, NBC Universal. “These research results show that when the right message is tailored to the right medium, this engaged audience really responds and our advertisers win.”