Younger Viewers Trust On-line More Than TV

Comscore publishes a report showing that younger viewers trust ads associated with on-line more than those on TV. While TV is more noticed (in your face!), the on-line ads carry more trust.

Couple that with the fact that viewer measurement is much deeper (for all but the big big advertisers) on-line, it is no wonder that the on-line world is seeing a resurgence in values ... viz: all the M&A activity.

Again, TV can/should respond by pressing harder on accountability and measurement, but larges factions (especially smaller market sales forces) are well tuned to selling just the opposite!