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Summary:

Online advertising is now a multi-billion dollar industry. But it still languishes far behind ye olde television commercials for effectiveness, consumers say in a new survey.

It Will Be The Year Of ‘Interactive TV’

Those who think digital platforms are the ultimate in advertising may want to check these facts.

GfK survey data published by Deloitte on Thursday shows that most consumers still consider TV the most impactful advertising medium.

As our chart shows, only three percent of people think web banners and video are the most effective, compared with 57 percent for TV….

Deloitte technology, media and telecoms research director Paul Lee (via release):

“Deloitte’s view, based on our research, is that the traditional TV advertising model, is neither broken nor breaking. It has, for the fourth year running, maintained its ranking as the advertising medium with the greatest impact and by a clear margin. Advertising is multi-faceted and every campaign will have a different objective.”

Even so, TV’s esteem has been falling. In 2009, 64 percent of consumers considered it most impactful.

And, though a majority of GfK/Deloitte’s 4,000 UK adult online survey participants may have rated TV highest of all media, that doesn’t mean online ads are ineffective in their place.

It stands to reason that linear-video ad spots beamed to viewers’ eyes whilst they are open to receiving passive imaging are likely to be memorable.

The survey was commissioned to cheer TV executives gathering for this weekend’s MediaGuardian Edinburgh International Television Festival.

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  1. Does anybody have an idea, why the persons who were obviously asked explicitly should know what REALLY make them buy or change attitude?

    1. I agree. Most people claim advertising does not change their buying habits at all, even though this whole industry is predicated on the idea that it makes a substantial difference. Now the same people say TV is more effective. It could be true, but a survey is not how you get hard data.

  2. Stanford Crane Thursday, August 23, 2012

    This is very valuable information that most VCs overlook, because it doesn’t support their investment thesis. They should actually be investing in properties that cross all platforms, including TV.

  3. This must be sobering to the guys at Digiday who just posted an article that 85% of “luxury marketers” feel ONLINE VIDEO is more effective than TV. And are shifting all their $ to online blah blah. Meanwhile, more and more new brands are advertising on TV for the first time.

  4. Wow,

    The least measurable, most expensive media are still the most “effective” (defined as?).

    If one were a cynic (perish the thought) one might believe this to be a self-serving put-up job by the vested interests.

    Actually, the *real* threat of the internet is that it quantifies how *valueless* most advertising is (directly for the internet, indirectly for the legacy media).

    That TV ads still get $10 CPMs while internet ads get 50 cent CPMs is really just a testimony to the kickback-and-payola, under-the-table economy that the legacy media have erected over the decades of their unchallenged domination.

  5. TV effective for upper funnel/brand equity
    Internet good for lower funnel purchase capture

  6. Gordon Borrell Friday, August 24, 2012

    I’ve been thinking it’ll take another 10 years for everyone to realize that the Internet isn’t an advertising medium at all, but an advertising utility. But a chart like this might shave a few years off that timeline.

  7. simontunstill Tuesday, August 28, 2012

    Gordon – I agree. The internet is not an advertising medium but a technology that delivers lots of things, including lots of types of advertising (including TV).

    Cas127 – if you don’t trust Deloitte’s survey which is based on what people think is the most effective advertising, there are plenty of very robust econometric studies based on actual sales data from other sources which prove TV is the most effective advertising. But TV is even more effective when used with online marketing disciplines. http://www.thinkbox.tv/server/show/nav.736

    Full disclosure: I work for Thinkbox.

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