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Posted 19 March 2012 11:00am by David Moth with 0 comments

Television is still the most effective advertising channel in driving traffic to websites, according to a new survey by Deloitte.

The sixth annual State of the Media Democracy report, based on responses from 2,276 UK consumers aged between 14 and 75 years old,found that 64% of respondents had visited a website after seeing an advert on TV.

61% said they visited a website after seeing a magazine ad, 59% said a newspaper ad drove them online, while only12% of respondents said a mobile app advert had prompted them to visit a brand's site.

A further 62% of respondents said they paid more attention to newspaper adverts than their online equivalents.

Deloitte said that online display advertising had actually lost ground year-on-year, in 2010 only 49% of respondents said they paid more attention to print than online.

The power of TV advertising is to be expected, as the survey also found that 98% of people chose TV services as their favourite type of media.

The data is supported by an Efficient Frontier report from last year, which showed that during an eight-week TV ad campaign searches will typically jump between 60% to 80% on a brand's name, and between 40% and 60% on generic terms related to the brand.

Traffic attributed to TV ads is also presumably driven by the rise of smartphones though the survey doesnt specifically question participants about method of access - since it's now much easier to visit a website while watching a show via your mobile.

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TV still most effective ad channel for driving web traffic, says Deloitte