BizSugar.com › Advertising › Magazine, TV Ads More Effective than Ads Online

Within a half hour period, magazines deliver more than twice the number of ad impressions as TV and more than six times those delivered online, according to a new study.

The research also found that though TV doesn't deliver as many ads per half hour as magazines, net recall of TV ads was almost twice that of magazine ads. Meanwhile, magazines still had ad recall almost three times that of internet banner ads.

Additional study findings:

- 85% of internet ads served appeared on-screen and could be identified by brand.

- Among web users, 63% of banner ads were not seen. Respondents' eyes passed over 37% of the internet ads and stopped on slightly less than a third.

- For internet ads, almost all net recall could be attributed to ads that were seen.

- Internet video ads appeared much less frequently than banner ads, and their exposure skewed heavily toward young men. When they did appear they were twice as likely to be seen as banner ads.

- When study results were used in combination with other information on probability of exposure, a full-page 4-color magazine ad was determined to have 83% of the value of a 30-second television commercial, while a typical Internet banner ad has 16% of the value.