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STUDY CLAIMS RICH MEDIA RIVALS TV SPOTS IN KEY METRICS

Published on .

(June 25, 2001) -- Harris Interactive and Unicast are releasing a study today which indicates that rich media may compare favorably in key metrics to TV commercials.

The study, which used both Unicast Superstitials and TV spots for Ford Motor Co.'s Mercury Mountaineer, Philip Morris Cos.' Miller Lite and Nextel, rated the Superstitials against TV ads in areas including key message communication, brand recall, likeability and purchase intent.

Among the findings were that Superstitials had 81% brand awareness, while TV commercials had 93% brand awareness and that purchase intent was the same for both formats. -- Catharine P. Taylor

Copyright June 2001, Crain Communications Inc.

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