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72% of Brits ignore or change channel during TV ad breaks

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By Ishbel Macleod | PR and social media consultant

January 24, 2013 | 1 min read

It’s bad news for the person who created a £130,000 TV ad to propose to their other half: new research has found that 72 per cent of the UK public ignore, mute or change the channel during TV ads.

The research of 1,000 adults, carried out by Relevant Insights for BPMA, could that 46 per cent stay tuned to the channel but don’t pay attention to the ads, while 16 per cent watch ads on a recorded TV programme and 69 per cent will fast forward them.

However, TV ads were rated the medium most likely to be remembered due to repetitive viewing (39 per cent), ahead of promotional products (35 per cent), print and online (10 per cent each).

It was discovered that promotional products were the most likely to make a consumer take action, with 50 per cent believing this, followed by TV (19 per cent), online (11 per cent), print (10 per cent) and direct mail (nine per cent).

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