All studies prior to this had looked at context effects by measuring the impact after the ad exposure. The problem with this approach is there is an interaction between the program and the ad.
If you test with different sets of ads, you get different results. The real question is: what is the payload that the news environment is bringing to the Ad Placement marketplace? Our groundbreaking work on this study, measured the payload of what the context transfer by itself was and not the interaction with the ad. We discovered people had better access to their cognitive resources following exposure to news.