TV ads have a short-term sales impact that's greater at 28 days after exposure than either Facebook or YouTube do immediately after exposure (because of the number of seconds of attention they deliver) new research by @KNelsonField
Seconds of active attention and short-term advertising strength are highly correlated (regardless of platform)
2s of attention is not enough to generate enough short-term sales impact
Attention and ad decay are related - long-term memory kicks in at around 3 seconds
TV ads deliver more seconds of attention, and are up to 3x longer in view, so have a much longer impact on sales than other platforms.
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