Nielson came out a few weeks ago with a study commissioned by Google; frenemies? The goal was to see the differences in recall using just TV or TV plus several digital outlets. The results are not surprising and confirm the dominance of TV.

It is most interesting what is not mentioned in the article. Sure if you show somebody the ad across four mediums you will get a 74% recall, that is reasonable. What if you ran the TV ad two times? Three times? Would that be better or worse than running once and across three digital mediums? What would cost more for the impact? Tablet ads are very expensive to buy, create, and there just are not that many outlets for them at this point. Phones ads? We are barely over 33% of adults with smartphones! Limited market here. And, of course, the study assumes you have a smart phone, a PC (or Mac, sorry Apple), AND a tablet. That population is getting larger but remains a niche market.

Point being, cross medium advertising is of course ideal but not always in the budget nor required. This study again confirms that you should start with TV and branch out. Of course with exceptions for certain products. In time as the mediums continue to blend you will automatically be buying cross platform, until then VIVA LA PRIMETIME!

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