Most skip TV ads

Some 86 per cent of viewers watching digitally recorded TV skip through the adverts.

However, 52 per cent of 4,199 respondents told a YouGov survey that TV remains the most memorable form of advertising medium, followed by newspapers (10 per cent), online videos (two per cent) and online banner ads on iPhone and iPads (one per cent).

Respondents said shorter ads (17 per cent), shorter ad breaks (48 per cent) and more memorable campaigns (32 per cent) would encourage people to stay tuned in to TV ads.

This article appears in issue 249 of Media Digest.

(Source: MediaGuardian)

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