If lifestyle ads work by the third-person effect, however, then you will care whether other people have seen the ad. Therefore, such an ad will be more effective if it’s displayed in front of larger audiences. You need to see the ad and be confident that others have seen it too. This is the difference between a Super Bowl commercial, which reaches some 50 million households in a single broadcast,29 and a direct-mail campaign where flyers are sent to 50 million households separately (and unbeknownst to each other).30
