TV ads retain lead role in UK

25 August 2011

LONDON: Television spots remain the most influential advertising format among UK consumers, a survey has revealed.

Deloitte, the consultancy, and GfK, the research firm, polled 4,000 adults, 58% of which believe TV spots had the greatest impact of any type of advertising, measured against 64% in 2009 and 56% in 2010.

TV held an advantage over rival media channel on this metric, as newspapers posted 15%, magazines and solicited email logged 14%, web banners hit 4%, and both online video and paid search generated 3%.

The appeal of TV commercials peaked among 18-24 year olds, some 69% agreed they exerted the strongest influence, up from 63% in 2010.

Just 9% of this demographic thought that no form of advertising shaped their behaviour, compared with 38% of people aged 55 years old or more.

Overall, the volume of TV ads being consumed has reached a record high, at an average 47 per person on a daily basis in the first half of this year, rising from 33 in 2002.

Moreover, when participants were asked to pick the ad campaign which they believed had been the most memorable of 2011, 80% chose a TV ad, ahead of cinema on 3%.

Upon choosing the length of ads most likely to garner their attention, 73% of respondents opted for standard spots, 18% ads of over 30 seconds in length, and 9% sponsorship messages.

Exactly 19% of the panel who found out about new products and services after seeing them on a TV ad were "highly influenced" by this exposure, alongside a further 65% that were "quite influenced".

Elsewhere, Deloitte estimated PVR ownership would top 50% in the UK for the first time this year, with 51% of individuals already using such devices "always" fast forwarding through ads.

But 80% of 25-34 year olds returned to normal speed if they saw an interesting commercial or trailer, and 47% of all PVR users "always" or "frequently" did the same when programme sponsorship messages appeared.

Factors that may encourage them to watch ads at the usual speed include shorter breaks, on 50%, more memorable ads, on 11%, personalised spots, and ads grouped around a theme, like cars and food, on 6%.

Data sourced from Deloitte; additional content by Warc staff