A Nielsen study shows iPhone users are paying attention, while TV views — eh, not so much. iAds started around 7 months ago on our iDevices and now there are effectiveness studies showing up, this one fromCampbell’s (the soup maker).
People exposed to one of Campbell’s iAds were more than twice as likely to recall it than those who had seen a Campbell’s TV ad. This five-week Nielsen study showed that consumers who saw an iAd remembered Campbell’s brand five times more often than TV ad respondents and the ad’s message three times more often. iAd respondents were four times as likely to to purchase Campbell’s than the TV viewers. Users also liked the ad five times more than the TV commercial.
Anyway, Nielsen didn't say how many people were involved in the survey, only that the TV and mobile surveys were conducted separately and it was a five-week analysis.
By CNet