Do new forms of television advertising occasion better recall than traditional advertising spots?

Abstract

The loss of effectiveness of television advertising centred on advertising spots has caused the development, and subsequent consolidation, of new forms of advertising within this medium. While management assumes that these new forms of advertising generate greater recall, in order to justify their usage, there is a noticeable lack of research evidence to prove this supposition. Therefore, in this article we use a representative sample of Spanish television audiences to compare the advertising recall that advertising spots generate, as opposed to that occasioned by a combination of new television advertising formats. The empirical analysis was carried out by means of an Ordered Probit model, which showed that the new forms of advertising gave rise to better recall than advertising spots, as much with regard to aided as with unaided recall.

Additional information

Notes on contributors

María Arrazola

María Arrazola is a lecturer on Economic Analysis at the Rey Juan Carlos University. She has worked in applied economics (information economics, economics of education, labour economics, and on gender differences). She has published many articles in the Economics of Education Review, Applied Economics, Economics Letters, Education Economics, Economics Bulletin, etc.

José de Hevia

José de Hevia is a lecturer on Economic Analysis at the Rey Juan Carlos University. He has worked in information economics, labour economics, economics of education, and on analyses of gender differences. He has published many works in the Economics of Education Review, Applied Economics, Economics Letters, Education Economics, Economics Bulletin, etc.

Pedro Reinares

Pedro Reinares holds a PhD in marketing from Universidad Complutense de Madrid. He has occupied responsible positions in leading companies as well as in several Spanish universities. He is the author of six well-known books in the fields of marketing and communication. Nowadays, he combines his work as a resident teacher in the Department of Marketing at Universidad Rey Juan Carlos (Spain) with his work as a consultant.

Ricardo Reinares Lara

Ricardo Reinares Lara holds a PhD in business administration. He also holds an MBA from Instituto de Empresa. He has held overall management responsibility during a 13-year career at Publiespaña (advertising company of Mediaset Group). He currently works as Deputy Sales Manager in Mediaset España (the leading group in television audience share in Spain).