TV ads still have most impact - but a decline is setting in

Over half of the UK public still regard TV ads as the advertising format with the most impact, according to a report to be published by Deloitte.

However, despite the 52% that admitted this, the proportion of respondents ranking TV among their top three has fallen steadily over the past five years from 64% in 2009.

Newspaper advertising impact has fallen also, from 30% to 14% in 2013, while the impact of radio advertising has dropped from 10% to 8% over the same period.

The report - fielded by GfK and consisting of 2,517 nationally representative respondents - found that television still performs well relative to digital formats. The highest rated digital advertising medium over the last three years was opt-in e-mails, rated among the top three formats by between 13% and 14% of respondents through 2011-2013. more http://mediatel.co.uk/newsline/2013/09/05/tv-ads-still-have-most-impact-but-a-decline-is-setting-in/