AUTHOR=Weibel David , di Francesco Roman , Kopf Roland , Fahrni Samuel , Brunner Adrian , Kronenberg Philipp , Lobmaier Janek S. , Reber Thomas P. , Mast Fred W. , Wissmath Bartholomäus TITLE=TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory JOURNAL=Frontiers in Psychology VOLUME=10 YEAR=2019 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2019.00626 DOI=10.3389/fpsyg.2019.00626 ISSN=1664-1078 ABSTRACT=
In an experiment, effects of commercials that are either shown within a TV program or embedded in YouTube videos were compared. These two media environments have not yet been compared empirically in terms of their advertising impact. A within-subjects design and a multi-method approach were used (