Immediate recall of TV commercial elements?revisited

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Abstract
In this age of what many critics refer to as commercial proliferation (what the industry terms “piggybacking"), it is becoming increasingly important to advertisers and broadcasters to find out what of the plethora of commercial messages remains with the average viewer/listener. In an evening or an hour of TV watching, which messages are remembered—and why? With some answers of value to those in the industry and those aspiring to enter it, the author here compares his findings to a decade‐old study on the same issue— and basically agrees with the earlier findings suggesting video is usually remembered over audio, and (perhaps surprisingly) shorter commercials are often remembered over longer ones. This research was conducted by Mr. Sadowski while he was a Ph.D. candidate in broadcasting and communication at the University of Iowa (a degree he hopes to attain by December 1972). This fall, Mr. Sadowski is to be an assistant professor of communications at Florida Atlantic University.

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