New research has revealed that whilst television advertising remains the most memorable, 90% of people who watch time flexible television shows choose to fast forward the adverts.
The new research by YouGov for Deloitte was undertaken for the MediaGuardian Edinburgh International Television Festival which begins on Friday.
52% of those surveyed said television was more memorable than any other form of advertising medium. Interestingly, only 10% mentioned newspapers, 2% said online video adverts and just 1% stated online banner ads or those on iPhones or iPads.
Digital and personal video recorders are said to have increased the amount of television that is watched. Many people prefer to watch programmes online via sites such as BBC iPlayer and 4OD.
The survey also revealed that 48% of people would watch shorter advertisement breaks between programmes, 32% would be interested in seeing more memorable campaigns and 17% would prefer to see shorter advertisements.
It seems that whilst online product publicity is beginning to break in to the market, it still has a way to go before it can readily compete with more traditional forms of advertising.
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