According to a report by Deloitte on behalf of the Edinburgh TV Festival, TV was the most memorable and most impactful type of advertising in 2010.
Television is regarded as a top three advertising format by 56% of respondents, compared to 64% in 2009. Television was ahead of newspapers (30%) and magazines (17%). Banner adverts polled poorly in both years (4%) and a new option for 2010, online video adverts also fared badly (3%).
When respondents were asked to think of the advertising campaign they considered to be most memorable in 2010, 52% ranked television highest followed by 10% for newspapers. Just over a third (36%) of respondents said they were most likely to pay attention to a traditional, 30 second ad, compared to 1% for a video ad before an online video clip.
The impact of PVRs remain a concern with 86% of those interviewed reporting that they always fast forward through the adverts. Shorter advertising breaks (48%), more memorable ads (32%), and shorter ads (17%) were the top reasons that would encourage viewers to watch all the ads in a break.
