: TV advertising skipped by 86% of viewers: study

Around 86% of television viewers always skip through the ads on their digital video recorder but TV still remains the most memorable form of advertising, according to a new research by Deloitte.

More than half (52%) of respondents said television was more memorable than any other form of advertising medium, followed by 10% who said newspapers and just 2% for online video ads and 1% for online banner ads and on iPhones and iPads.

Respondents said shorter ad breaks, more memorable campaigns and shorter ads (17%) would encourage people to watch more advertising.