While it may come as no surprise to hear, as per research conducted by YouGov for Deloitte, that 90% of television viewers skip through ads on their PVRs, it might come as a surprise to hear that TV still remains the most memorable form of advertising.
The Guardian reports that more than half of the 4,199 respondents in the study said ads were much more memorable on TV than newspapers (only 10% found this medium most memorable), online video ads (2%) and ads on iPhones and iPads (1%).
So much for theory, now several years old, that the 30-second TV spot is about to die.
