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Nielsen study: pairing digital audio with CTV nearly doubles brand recall

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.

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 · read the original.

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