TV Day: TV ads prime audiences for online ads, says study

TORONTO – Television advertising helps make audiences more receptive to online advertising, according to a new study commissioned by the Television Bureau of Canada (TVB) and presented Thursday during the organization's TV Day event in Toronto. Conducted by Innerscope Research, the biometric and eye tracking study was aimed at determining if responses to online ads differ when they are primed by exposure to ads for the same brands on TV, radio, or newspaper. Data was collected on over 180 male and female participants as they experienced brand advertising within one of three media platform scenarios, each of which included: 1)...