Viewers remember ads that look like shows

10/5/2007 | Wall Street Journal, The

A novel anti-ad skipping strategy in which commercials are designed to resemble shows is resonating with viewers, who are showing higher recall of such ads. While it's not clear if those ads are encouraging DVR users to watch the ads, according to IAG Research, these "tie-in" ads are generating higher levels of recall.

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Wall Street Journal, The

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