TV commercials are practically a synonym for annoyance. But for Gen Alpha, YouTube ads are a can’t miss even when they are a can skip.

According to a new study by Precise TV and Giraffe Insights, most kids ages 2-12 recall the ads they see on YouTube more than any other platform. YouTube delivers 2.3-times better ad recall compared to broadcast and cable television and 2.6-times greater ad recall than video-on-demand.

The results are similar to ones that Precise and Giraffe released last year, when the groups found that 60 percent of teens 13-17 were more likely to watch YouTube ads rather than skip.

Why are kids not skipping YouTube ads? Ok, so some of the ads are just not skippable, but there are reasons far beyond — and far better than — that. For starters, YouTube has best-in-class video ads from a targeting perspective, and contextual relevance is key for an...