CAB: Commercial recall rates similar

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In a survey of some 6,000 viewers, the Cabletelevision Advertising Bureau found that viewers' recall of commercials was just about the same whether they saw it on a broadcast network or on a cable network, Electronic Media reports. Results of the study will be the centerpiece of this week's annual CAB conference in New York. The survey found the correct recall rate for those watching broadcast TV was 12.9%; for cable it was 12.4%.

Copyright March 2000, Crain Communications Inc.

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