Television was the most memorable type of advertising in 2010 and had the greatest impact according to a recent YouGov / Deloitte report for the Media Guardian Edinburgh International Television Festival.
56% of UK adults think that television advertising has the greatest impact on them, leading newspapers (30%) and magazines (17%) by some way. In contrast, banner adverts (4%) and online video adverts (3%) are seen as the advertising formats with the least impact.
Television advertising’s appeal was strongest amongst younger generations, with 63% of 18-34 year olds rating the impact of television advertising. Among those respondents aged over 55, a third state that no form of advertising had a great impact on them.
Perhaps worryingly for advertisers, 33% of UK adults say they are watching fewer adverts than this time last year. With the increase in watching pre-recorded television, viewers are more easily able to skip through advertising breaks.
Of viewers watching pre-recorded television via their PVR, 86% of respondents report that they always fast forward through the adverts.
Shorter advertising breaks (48%), more memorable advertisements (32%), and shorter advertisements (17%) are the top three reasons that would encourage viewers to watch all the advertisements in a break.