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BizReport : Advertising archives : August 24, 2010

TV ads more memorable than online ads

Time-shifting of television shows may have increased the amount of television watched by the British but it has also drastically decreased time spent watching advertising, according to a survey conducted by YouGov and Deloitte for the Edinburgh International Television Festival. Nonetheless, it appears television ads still have more impact and are more memorable than those online.

by Helen Leggatt

While a massive 86% of Brits skip through television advertising, thanks to their digital recorders, over half (52%) said the most memorable ad campaigns they see are on TV.

Compare that to just 1% citing online banner ads as unforgettable and 3% picking online video pre-roll ads. That's a pretty poor show considering even newspapers managed double figures for memorability (10%).

"Online advertising's poor showing relative to television may surprise, given that the former has often been portrayed as television's nemesis," said James Bates, media partner at Deloitte.

"What television does best - display and brand building - is what online struggles with. Online advertising is best at search, which previously newspapers, particularly for classified, had excelled at."

Viewers would be more inclined to watch ads breaks on TV if they were shorter (48%), or if ads themselves were shorter (17%) and more memorable (32%), found the survey.

Tags: online advertising, television advertising

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