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# Nielsen study: pairing digital audio with CTV nearly doubles brand recall
- URL: https://www.medianexis.com/nielsen-study-pairing-digital-audio-with-ctv-nearly-doubles-brand-recall/
- Published: 2026-09-18T22:55:15.000Z
- Updated: 2026-09-18T22:55:15.000Z
- Description: A Nielsen and Katz Digital brand-lift study of 600 D.C.-area adults found unaided recall of 37 percent for audio-only and 37 percent for CTV-only ads, versus 65 percent when both formats reached the same person.
- Author: Fabric.Media Editorial
- Tags: Measurement, Digital audio plus CTV for issue advertising study

**Why it matters.** Issue advertisers now have cross-channel lift data to justify pairing audio and CTV retargeting budgets rather than treating either channel as sufficient on its own.

*Signal from* [*nielsen.com*](https://nielsen.com/?ref=medianexis.com) *·* [*read the original*](https://www.nielsen.com/insights/2026/digital-audio-ctv-a-winning-combination-for-issue-advertising/?ref=medianexis.com)*.*