86% of DVR viewers fast-forward TV advertising
According to a new YouGov and Deloitte report, 86% of television viewers fast-forward through the adverts in digitally recorded television programmes.
However, TV still provides the memorable form of advertising, as 52% of respondents said it was more memorable than any other kind of advertising.
10% chose newspapers, 2% selected online video adverts, and 1% said online banner ads were the most memorable.
Factors that would encourage people to watch more advertising included:
- Shorter ad breaks, as chosen by 48% of people
- More memorable campaigns (32%)
- Shorter adverts (17%)
Advertising on TV appealed those aged 18 to 34 the most, with 13% saying no form of advertising had a great impact on them.
It appealed to those aged over 55 the least, with a third saying advertising had no great impact on them.
James Bates, media partner at Deloitte, said: "Questions over the relevance of the traditional television advert have been raised for years, yet when asked about their most favoured video format, respondents voted for the standard 30-second commercial.
"Online advertising's poor showing relative to television may surprise, given that the former has often been portrayed as television's nemesis.
"What television does best - display and brand building - is what online struggles with. Online advertising is best at search, which previously newspapers, particularly for classified, had excelled at.
"However, despite the positive perception of television advertising, its bed of roses is not free of mildew.
"Among television advertising's greatest preoccupations is measurability. While television generates billions of commercial impacts every day, it is hard to measure precisely how many of these are viewed."
