TV ads have most impact, poll says

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.

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