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.