TV Remains Most Impactful Ad Medium

LONDON: A new Deloitte study released at the MediaGuardian Edinburgh International Television Festival (MGEITF) reports that television is still considered the most impactful ad medium.

The survey, conducted by YouGov, found that 56 percent listed TV as the most effective form of advertising, down from 64 percent in 2009. The survey also found a preference for the traditional 30-second TV ad spot. Respondents also ranked television as being home to the most memorable campaigns so far this year. However, five out of six respondents said they don’t typically watch the entire ad break when watching live TV.

The report also looks at the prospects for product placement, which is set to hit the U.K. soon. Revenues from product placement could in time reach £100 million.