The relationship between Broadcast TV and Ad recall

We recently read a case study by Think Box that explored the relationship between Broadcast TV and ad recall, here are some of the key takeaways:

Television screens are seen to drive 60% greater ad recall than ads seen on a smartphone or tablet, and 34% more than those seen on a computer.

Right in-home advertising can increase recall by up to 6.3 times.

The living room was the best spot for increasing ad recall with 22%, the highest of all other rooms in the house. Overall, the living room was 176% better than the kitchen at driving advertising recall, and 10% better than the bedroom.

The influence of shared settings whilst watching Broadcast TV is highlighted by the fact that when an advertisement was seen with others, such as when watching series or television dramas, ad recall increased by 23%.

Every night there are nearly 5 million conversations about the ads on commercial TV

These findings conclude that despite the decline of broadcast advertising, it is proven to be a great social medium that still brings people together and still gets adverts talked about.

Source: Marketing Beat, Think Box Research (2024)