NBC Study Finds Value In Advertising Both On Internet And TV
NBC Universal tomorrow will present a new study "showing that audiences recall advertisements far more clearly when they are run on both TV and the Internet, findings that could change the way commercial time is bought," according to Paul Thomasch of REUTERS. NBC will present findings from the research, conducted during the net's coverage of this summer's Beijing Games, to top execs within the ad industry. NBCU President of Research Alan Wurtzel: "We really are trying to understand the new world, we really want to be ahead of the curve." Thomasch reported NBC found that "brand recall ... increased more than 30[%] among viewers when an advertisement ran on TV and the Internet, rather than TV alone," and that message recall "increased 41[%] when the ad ran in both places." Wurtzel: "When it comes to cross-platform, the consumer now expects it. You've got to play in this world." Wurtzel noted that the study "found that over half of all Olympic site visitors used TV and the Web simultaneously at least once," while 10% of that audience "reported 'regular' simultaneous use of both media." NBC hopes "to use some of its research to shape how it presents content on the Web and TV." Thomasch noted the research "could change how deals for commercial time are structured -- accelerating interest in multi-platform ad packages." NBC's TAMi measurement, a new metric designed to measure the full-range of cross-media consumption, is "one innovation from the Olympics that will be used elsewhere." Wurtzel: "What we intend to do is report the delivery from a TAMi perspective for every program -- on the network, on cable -- that has a cross-platform initiative" (REUTERS, 9/22).
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