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1、TV MAKES MEMORIESHOW ADS IN A TV ENVIRONMENT HAVE A UNIQUE ABILITY TO CREATE MEMORIES“The best a man can get.”“Good to the last drop.”“Because youre worth it.”TV advertising has an uncanny ability to make memories.Thats why,over 80 years after the first ad ever ran,media dollars continue to flow int

2、o TV campaigns,where ad spend is expected to reach an all-time high this year.But all video is not created equal.As the definition of TV continues to shift,how do the new forms of video streaming,mobile,on-demand compare to the original when it comes to building engagement and memories which ultimat

3、ely lead to purchase?And,what makes certain advertising more memorable in the first place?Comcast Advertising commissioned a consumer study to uncover the answers to these questions.First,this paper establishes that TV ads are,in fact,memorable:research found that ads viewed in the long-form,lean-ba

4、ck TV environment had greater unaided recall and purchase intent versus the same ads shown in a short-form,small-screen digital mobile environment like Facebook or YouTube.Furthermore,when a TV ad preceded these types of digital ads,memories were stronger.This paper also examines why TV is so memora

5、ble and suggests it is due to three factors that are important for branding and driving outcomes by building engagement:attention,connection and repetition.TV Makes Memories reveals that these outcomes,and therefore the strongest memories,are most effectively achieved through premium long-form TV ad

6、vertisingboth traditional and streamingon the big screen.Executive SummaryExecutive Summary 2022 Comcast.All rights reserved.Comcast confidential and proprietary information2|TV Makes MemoriesIn this study,Comcast Advertising sought to better quantify the engagement of TV and streaming advertising o