Individuals seeing an advertisement for the United States Air Force on television were much more likely to recall it if they saw it on the Web as well, according to a study from the Online Publishers Association.
Nearly one third of all subjects studied recalled the specific advertisement, which ran on ABC-TV’s "Who Wants to be A Millionaire" when they were exposed to it again on the ESPN.com Web site. In comparison, only 23% that saw it on "Millionaire" without the follow-up exposure said they recalled it.
When presented with the ad, 65% that had been previously been exposed to it online recalled the specific creative content. More than three quarters (78%) that were exposed to it on both channels recalled the specific ad.
The study was conducted by Millward IntelliQuest.
