According to an analysis conducted by the Syndicated Network Television Association (www.snta.com) finds that syndication offers advertisers a better return on investment than network and cable.

The study, focusing on the coveted adult 18-49 target during the Spring 2005 period, demonstrates that syndication's shorter commercial pods improve commercial recall and that syndication's viewers remain more engaged during commercials than viewers of either network or cable. The findings also show that inclusion of syndication increases reach and efficiency, as compared with using primetime alone.

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Other findings

• Syndication's shorter commercial pods account for an 11% recall advantage
  
• Pods with 1 to 3 commercials, accounted for roughly 1/3 of syndicated inventory have a 34% higher recall
  
• In line with AAAA/ANA research, proprietary findings on audience retention demonstrates syndication's advantage over network and cable
  
• For movies, the difference between program and commercial ratings for syndication is 5.0%, while prime TBS is 10.0%, prime TNT is 13.0% and prime USA is 11.0 %
• For dramas, the percent difference between program and commercial ratings for syndicated shows is 2.6%, while prime network dramas is 6.0% and prime cable dramas is 7.3%
  
• For sitcoms, the percent difference between program and commercial ratings for syndicated shows is 4.3%, while prime TBS sitcoms is 5.7% and prime network sitcoms is 7.2%
  
• For news/entertainment magazines, the percent difference between program and commercial ratings for syndicated shows is 4.8%, while prime network news magazines is 8.0%
  
• Using equal dollars, a plan including syndication offers advertisers +17 % more A18-49 gross rating points and +7% greater reach than network primetime alone