EDINBURGH: A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any other medium.
The survey by Deloittes and online research firm YouGov asked 2,123 people in the UK to name the three advertising media that had 'most impact' and TV was the clear winner with 64%. Next came newspapers on 30% followed by magazines, radio and outdoor.
Internet search, which has made huge inroads into the advertising market in the UK and elsewhere, scored just 12% while online display scored 8%. A total of 18% of respondents said they had gone to online video sites to see an ad again.
The survey also found that 44% of respondents had researched a product online after seeing a TV ad, while 31% had bought a product in-store with 21% buying online.
"TV was rated nearly three times more impactful than the next form of media," said Howard Davies of Deloittes.
The survey raises a number of issues for online advertisers and agencies, although they will doubtless say that the results are to be expected from a survey commissioned for a TV festival.
But it is much-needed good news for the struggling commercial TV industry which has been hammered by a combination of the recession-induced ad slump and the migration of revenues online.
The continuing attraction of TV has also been boosted by figures from BARB, which measures television audiences in the UK, showing that commercial viewing reached record levels in the first half of 2009.
The average TV viewer watched 16.7 hours of commercial broadcast television a week, nearly ten minutes more than in the same period of 2008.
Data sourced from Financial Times; additional content by WARC staff