Canoe Ventures and the Association of National Advertisers released information on the initial findings of their collaborative research endeavor, CEE MEE, on the effectiveness of advanced TV solutions, including ITV.According to the research, on average, 18% of adults 18 to 49 years old said "yes" to interactive offers and confirmed their choice. Unaided brand recall for the test brand was 126% higher following an exposure to an interactive offer, regardless of whether the viewer actually accepted the offer. Likelihood to purchase the test brand was 29% higher for all exposed to an interactive offer. Likelihood to seek more information about the brand was also 29% higher following exposure to an interactive offer.Additional information is available at www.canoeventures.com/ceemeestudy.