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Advertisers Say TV Has More Impact Than Other Media: Survey

At a time when TV is battling digital media for ad dollars, a new survey by Advertiser Perception finds that commercials on TV have more impact than ads in other media.

The survey found that 40% of the marketer and media agency execs polled said TV ads have the most impact, compared to 23% who picked digital video ads.

Earned media was selected by 15%, native ads by 14%, radio ads by 5% and magazine ads for 4%.

Related: Sports Gave TV Advertising A Boost in July, SMI Says

Among marketers alone 32% said TV had the biggest impact. The percentage was higher among agency buyers and planners, 46% of whom chose TV.

TV was also preferred by marketers dealing with bigger budgets. Among those responsible for spending less than $20 million, 36% preferred TV while 49% of those with $20 million to $50 million to spend chose TV. When the budget exceeded $50 million, 39% liked TV best.

(Photo via FamZoo Staff's Flickr. Image taken on May 25, 2016 and used per Creative Commons 2.0 license. The photo was cropped to fit 16x9 aspect ratio.)

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.