Television ads more effective than online according to new research by Deloitte

How Do have just posted some analysis of a report by Deloitte on the television sector is based on one-to-one interviews with industry executives and a survey of the UK public designed by Deloitte and conducted by YouGov between 9th and 12th July 2010.

When it came down to remembering adverts, television was again top, with more than half of those surveyed recalling a TV ad as the most memorable campaign of 2010. 10% chose a newspaper campaign, while 1% said a banner ad and the same for an iPhone/iPad advert. 2% went for online video ads.

The respondents were also asked about pre-rolls on online video clips, compared to ad breaks. 36% stated that they were more likely to pay attention to the traditional 30 second advert, with just 1% opting for a video pre-roll or online video.

“Online advertising’s poor showing relative to television may surprise given that the former has often been portrayed as television’s nemesis,” said media partner, James Bates.

 “However, despite the positive perception of television advertising, its bed of roses is not free of mildew. Among television advertising’s greatest preoccupations is measurability. While television generates billions of commercial impacts every day, it is hard to measure precisely how many of these are viewed.”

Another problem for television advertising is keeping people sitting there watching it. It appears just 13% always or “almost always” watch the entire ad break, 11% never watched it and 2% claim they never watch any television which has advertisements.

When it comes to using catch-up and on demand services a massive 86% said they always fast-forwarded through the ads.

So an interesting view that people remember ads better when they are on TV even when the mute button is on or they are spooling through them!