Online video campaigns can extend TV advertising reach by a third, as young adults spend less time watching TV, according to research by Utarget.Fox and MediaCom. Fifty per cent of adults in broadband homes remembered seeing the ads online or on TV, with one in three only recalling the pre-roll ads online.

The research included data from BARB showing consumers, aged 18 to 44, with broadband were underexposed to the TV campaign, which only achieved a 40 per cent reach, compared to a 45 per cent reach with those who did not have broadband. The study found 18 to 44-year-olds spend 30 minutes less each day watching television.

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Categories: Advertising, Research Library