52% of UK public cite TV as dominant advertising platform

Just over half of the UK public, 52 per cent, cite TV as the advertising platform which has the most impact on them, according to a report published by Deloitte.

The annual survey ranked TV at the top for the fifth year on the trot although in that time the proportion of respondents naming TV in their top three has slipped from a high of 64 per cent in 2009.

Newspaper advertising suffered an even more precipitous decline in that time, dipping from 30 per cent in 2009 to just 14 per cent in 2013; with the comparable figures for radio being 18 per cent and eight per cent.

Television also performed well relative to newcomer digital formats with opt-in emails rated as being amongst the top three formats by between 13 and 14 per cent of respondents between 2011 and 2013. Video ads and banner ads were ranked lowest, garnering support from just 2 per cent of respondents who placed it in their top two.

Jodi Birkett, TMT partner at Deloitte in the north west said: “Television advertising continues to have a big impact on the public and capture their imagination because it consistently attracts a large audience, with a typical viewer watching more than four hours a day.

“Although we are over a decade into our digital revolution, for every hour spent watching television, we spend about three minutes on YouTube and two minutes on Facebook.”

In the UK there are now close to a trillion adverts screened each year with 12 per cent of TV’s sold in 2012 being 42in or larger.

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