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# Nielsen study: audio plus CTV nearly doubles brand recall over single channel
- URL: https://www.medianexis.com/nielsen-study-audio-plus-ctv-nearly-doubles-brand-recall-over-single-channel/
- Published: 2026-09-25T21:58:03.000Z
- Updated: 2026-09-25T21:58:03.000Z
- Description: Inside Radio reports that a Nielsen study with Katz Digital found combining digital audio and connected TV ads lifted unaided brand recall to 65%, versus 37% for either format alone.
- Author: The Signals Desk
- Tags: Measurement, Nielsen study: cross-channel campaigns lift awareness

**Why it matters.** Buyers pitching cross-channel audio-CTV packages now have a Nielsen-backed number to justify combined placements over single-format buys.

*Signal from* [*insideradio.com*](https://insideradio.com/?ref=medianexis.com) *·* [*read the original*](https://www.insideradio.com/free/study-finds-cross-channel-campaign-lifts-awareness-intent/article%5Ffd79a26c-d26e-4fc2-a2d2-839a2e8b06e2.html?ref=medianexis.com)*.*