You might if it were an iAd, according to a study sponsored by Apple and Campbell’s
The current issue of Advertising Age makes a striking claim.
According to the results of a five-week Nielsen study, people who saw Campbell Soup’s iPhone ad …
- Were twice as likely to recall it than those who saw its TV ad
- Remembered the brand “Campbell’s” five times more often than TV viewers
- Remembered the ad’s message three times more often
- Liked the ad five times more than the TV ad
- Said they intended to purchase the soup four times more than the TV viewers
The study was commissioned by Apple AAPL and Campbell Soup Co. CPB . As Ad Age’s Kunur Patel notes, Apple is looking for data that might persuade would-be clients that its iAd service is worth the steep cost of entry: a reported $1 million minimum for first-run advertisers.
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[Follow Philip Elmer-DeWitt on Twitter @philiped]