Report reveals more insight on advertising
New report reveals television advertising still packs the greatest punch
Television advertising still has the greatest impact on consumers according to a survey published today by Deloitte/YouGov on behalf of the Media Guardian Edinburgh International Television Festival, which takes place on the 28-30 August 2009.
Of the 2,123 viewers polled, 64% of respondents ranked television commercials as the advertising format with the most impact. Television advertising had the most impact on young viewers, with three quarters of 18-24 year olds ranking television advertising top.
Online advertising’s poor showing
Despite high expectations for online advertising, only 12% of consumers chose search advertising as one of the top three types of advertising with the most impact and only 8% ranked banner advertising in their top three.
Howard Davies, Media Partner said "Online advertising’s poor showing relative to television may surprise given that the former has often been portrayed as television’s nemesis.
"However, what television does best – display and brand building is what online struggles with. Online advertising is best at search, which previously newspapers, had excelled at, particularly for classified."
Television’s impact on online behaviour
Television is often the trigger for searching for a product or service. 44% of respondents had researched a company, product or service online in response to a television advert. Television viewing is increasingly accompanied by simultaneous surfing and over half of the respondents combined watching television and internet browsing.
Howard adds: "The relationship between television and web advertising appears to be more symbiotic than directly competitive, with the top three choices for online activity whilst watching television being: reading email (81%), social networking (48%) and buying products online (37%)."
Watching television adverts online
Only 18% of respondents had been online to watch a television advertisement, they had first seen on television. The most popular adverts such as Cadbury’s Gorilla advertisements attracted at most a few million lifetime views, while the most displayed commercials on TV deliver several hundred million commercial views in just one month.
Other key findings
2/3 of households with Personal Video Recorders "always" or "generally" check to see what is on the scheduled broadcast first, before they choose a recorded programme, suggesting scheduled broadcast television is the default option therefore adverts are displayed in real time.
Note to Editors:
About Deloitte
In this press release references to Deloitte are references to Deloitte LLP, which is among the country's leading professional services firms. Deloitte LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu (‘DTT’), a Swiss Verein, whose member firms are legally separate and independent entities. Please see www.deloitte.co.uk\about for a detailed description of the legal structure of DTT and its member firms. The information contained in this press release is correct at the time of going to press. For more information, please visit www.deloitte.co.uk.
About MGEITF:
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A unique opportunity for individuals from across the media to share ideas, make new contacts and reconnect with friends and colleagues, the MediaGuardian Edinburgh International Television Festival offers delegates a varied programme of topical debates, one to one networking opportunities, Masterclasses and Keynote Lectures from leading UK and international media figures. The Festival programme is developed by an Advisory Committee made up of individuals from across the industry.
The MediaGuardian Edinburgh International Television Festival is a delegate entry event which annually attracts over 2000 delegates from all sectors and levels of the industry. To find out more, and to register, please visit www.mgeitf.co.uk
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MGEITF Press Information/press accreditation: Debra Johnson or Joshua Leigh, Taylor Herring PR. Tel: + 44 (0)208 206 5151 Email: debra.johnson@taylorherring.com or joshua.leigh@taylorherring.com