Millennials Less Responsive to TV Ads, But Have Better Delayed Recall

Millennials are more difficult to persuade via TV advertising when compared to older viewers, according to [download page] research released in January 2012 by comScore, which found the average lift in Share of Choice (SOC) among Millennials to be 4.6% points, compared to 6.4% points for Baby Boomers (aged 45-59) and 6.6% points for Seniors (aged 60 and older). SOC measures the difference in share of preference between groups before and after exposure to advertising when asked which product they would like to win from a balanced competitive set. (more…)