Purpose – The purpose of this research is to examine the influence of direct comparative advertising on brand information processing and purchase intentions compared with that of indirect comparative advertising in non-forced exposure conditions. Design/methodology/approach – The overall sample of 240 female consumers (aged between 25 and 51 years, and representative of French women in terms of region and profession) was divided into two equal groups. These two groups viewed a televised montage that followed GfK ' s pretest methodology for TV advertising (a 20-minute television show, an advertising break with seven commercials, a short questionnaire, a 20-minute television show, an advertising break with four commercials, and a longer questionnaire), which favors a low involvement context in laboratory conditions. These two groups were respectively exposed to two 20-second ads for a well-known challenger brand (identical except for whether they name the leading brand and its price or “brand X” without price information). Findings – This research provides original evidence that the comparative ad that cites the name and price of the leading brand increases purchase intentions for the sponsored brand, more than an equivalent that uses brand X. This effect operates through an increased probability of message processing, which in turn enhances the perceived compelling character of ad content. Originality/value – Despite the many studies of comparative advertising in existing literature, little research has been devoted to the potential alternative of replacing a “brand X” designation with the name of a competing brand. Moreover, previous research often includes participants (e.g. students) engaged in deliberate processing of a single advertisement in conditions of artificial exposure.