NBC says research has found that advertising in its programs streamed online is better liked and more recalled than advertising on TV.

According to a survey conducted in the fourth quarter, NBC Rewind viewers said ads streamed online with full-length episodes were less disruptive than on television and that they had a strong desire to interact with advertising.

Ads with Interactive elements were more likely to elicit higher brand recall as well as high agreement that the ads were entertaining and relevant.

The findings were based on a survey of 5,000 Rewind users.

“NBC.com’s loyal users actively navigate and curate their own experience in NBC Rewind, so there is a high level of engagement,” said Peter Naylor, senior VP, digital media sales, NBC Universal. “These research results show that when the right message is tailored to the right medium, this engaged audience really responds and our advertisers win.”

So far this year, NBC said, “Deal or No Deal,” “American Gladiators” and “The Biggest Loser” have generated the most traffic on NBC.com, delivering more than 70 million page views. NBC.com has delivered 40.9 million overall video streams, up 24% from last year. Unique visitors are up 7% so far this year to 15.5 million.