TV ads have most impact, poll says
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Nearly two-thirds (64%) of people questioned in a Deloitte and YouGov poll said TV ads were one of three media that had the most impact.
Newspaper ads, with 30%, were said to be the second most memorable followed by magazines, radio and outdoor advertising.
The survey also found that 44% of people had researched a company or its products online after seeing an ad on TV, while 31% had bought the product in a shop and 21% online after seeing an ad.
The survey is a further fillip for commercial television executives after data earlier this month from the Broadcasters’ Audience Research Board revealed that the average UK viewer watched 16.7 hours of commercial TV a week, up 9.9 minutes a week on the record set in the same period last year.
However, the recession has left TV companies facing a projected decline of 14% in advertising revenues this year, according to GroupM.
The survey polled 2,123 people and was commissioned by the Edinburgh International Television Festival.
Readers' comments (2)
Steve Abbott | Wed, 19 Aug 2009 12:56 pm
Our figures on the recognition of receipt of advertising by channel concur with this in terms of TV (63% recall seeing TV ads) but find some very different results for other channels. For example; in our study 54% say they have seen newspaper/magazine ads, 44% posters and 37% internet ads.
In terms of response 3.1% say they have responded to TV ads as opposed to 4.1% to newspapers and magazines and 3.2% to internet ads.
The good news for TV from our findings seems to be in terms of acceptability. 61% of those who recall TV ads find them acceptable as opposed to internet ads where only 38% of those who receive them find them acceptable.
These figures come from the monthly D’Mand tracking study of receipt, response and attitude to marketing channels produced by DataTalk Research.
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paul | Thu, 20 Aug 2009 9:12 am
The figure showing TV is best "was commissioned by the Edinburgh International Television Festival"
Hardly going to say anything else is it?
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