At a time when consumers — and the ad industry — appear to be blurring platform lines and lumping all forms of TV consumption together, new independent research being released today indicates there still are fundamental differences in the way consumers experience TV programming and ads across platforms.
The research, which is being unveiled at Nielsen’s annual client meeting in Las Vegas this morning, shows that viewing on a conventional TV set continues to trump viewing on computers, smartphones and tablets in terms of ad attentiveness and recall, as well as their overall enjoyment of the programming and advertising they watch.