To Read, View, or Listen? A Cross-Media Comparison of Comprehension
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TL;DR
The findings revealed that print was better comprehended than either TV or audio presentations of the same material, and held true for both advertising and news-oriented communication.
Abstract
Using several of the communications employed in a recent large-scale investigation into the miscomprehension of televised communication, the present investigation compared miscomprehension rates for TV with those for print and audio-only formats. The findings revealed that print was better comprehended than either TV or audio presentations of the same material. This held true for both advertising and news-oriented communication.