A NEW SURVEY from Channel 4, Direct 99 - DRTV to Interactivity, shows that the use of web addresses on DRTV ads has grown exponentially from a mere 1% last year to the current level of 15%. Conversely, the inclusion of telephone numbers has declined from 25% of all ads two years ago to just 18% this year. However, the report observes that advertisers use web addresses less as a direct sales tool than a means of communicating further with customers. Ads carrying both website addresses and phone numbers rose from 4% to 7%. The study, by the Broadcast Monitoring Company, surveyed ads on ITV, Channel 4, Channel 5, Sky One and UK Gold over the four weeks from 16 August to 12 September.