RESEARCH BRIEF -- Apr 7 -- To find the relative effectiveness of ads on TV, in
magazines, and on the Internet, McPheters & Company used 30-second
TV ads, full-page 4-color magazine ads, and Internet banner ads in
standard sizes, and employed eye-tracking software to determine if (and
how) Internet ads were actually seen by respondents.
- Though TV doesn't deliver as many ads per half hour as
magazines, net recall of TV ads was almost twice that of magazine ads
- Magazines had ad recall almost three times that of Internet banner ads
- Among web users, 63% of banner ads were not seen. Respondents'
eyes passed over 37% of the Internet ads and stopped on slightly less
than a third
- A full-page, 4-color magazine ad, was determined to have 83% of the value of a 30-second television commercial
- A typical Internet banner ad had 16% of the value of a 30-second television commercial
FULL ARTICLE @ CENTER FOR MEDIA RESEARCH
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