A survey commission by the Edinburgh International Television Festival and published by Deloitte and YouGov has found that television advertising remains the most impactful advertising format.
Of the 2,123 viewers involved with the survey, it was found that 64% of respondents felt that the format was the most effective, with three quarters of 18-24 year olds rating TV advertising top.
Surprisingly online advertising was chosen by only 12% of consumers as one of the top three forms of advertising while banner advertising was chosen by 8% in their top three.
Howard Davies, Media Partner commented: "Online advertising’s poor showing relative to television may surprise given that the former has often been portrayed as television’s nemesis.
"However, what television does best – display and brand building is what online struggles with. Online advertising is best at search, which previously newspapers had excelled at, particularly for classified."
Howard added: "The relationship between television and web advertising appears to be more symbiotic than directly competitive, with the top three choices for online activity whilst watching television being: reading email (81%), social networking (48%) and buying products online (37%)."
Meanwhile, 18% of respondents said that they had gone online to watch a TV ad they had first seen on TV.