Recall of Television Advertisements as a Function of Program Evaluation

Abstract

The effects of program content and program evaluation on viewers' ability to remember advertisements placed in the middle of a television program were examined. University undergraduates (N = 129) took part in what was described to them as a program evaluation study. Results showed no differences in recall as a function of the content of the program watched, but program evaluation ratings were significantly related to recall of advertisements. Greater program involvement as indicated by measures of liking, perceived credibility, perceived contemporaneity, and affective response was associated with poorer free and cued recall of advertising content.