This study examined the effects of program context on the memory of congruent or incongruent television (TV) advertisements on a youth sample (N= 123) aged 16 to 19 years. An experimental design was developed to test memory for a set of 6 car advertisements and 6 food advertisements within 2 program contexts: a car program and a food program. Memory for car advertisements was significantly better than memory for food advertisements in the free-recall condition, but the opposite was true in the cued-recall condition. Free recall of car advertisements in the food program was significantly better than of food advertisements in the food program. Levels of involvement were found to be unrelated to recall and recognition of advertisements.