The traditional TV advertising model is neither broken nor breaking in the UK, and remains the most effective advertising medium by a clear margin, according to professional services firm Deloitte.
Television viewers in the UK are expected to watch nearly a trillion TV adverts in 2012, with the average viewer having already been bombarded with 49 adverts per day in the first quarter of this year – a figure which does not include skipped commercials, those watched by the under-four, or ads watched on computers or mobile devices.
The study, conducted by German research firm GfK with 4,000 UK respondents, found that UK viewers continue to be most receptive to television adverts, and particularly those with big budgets.
The majority (57%) of respondents rated the medium higher than other forms of advertising – way ahead of newspaper ads (15%) and magazine ads (13%), and thoroughly eclipsing online display media such as website banner ads (3%) and video ads on websites (3%).
Paul Lee, director of technology, media and telecommunications research at Deloitte, said: “The UK’s willingness to consume adverts in such quantities and advertisers’ continued eagerness to invest billions in TV advertising perplexes many commentators. Some regard the traditional TV advertising model, based on the 30-second spot, as fundamentally broken.
“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. At present there is no equivalent for companies to promote a new brand, product or service quickly and reach consumers across the UK.”
A separate recent report published by Deloitte found that the rise of second-screen interactions (using other screens such as tablets whilst watching TV) is a source of both excitement and concern for many in the TV and technology industry, and is proving divisive as some viewers are taking to it rapidly while others would never consider it.