CBS, Conde Nast Find Online Banner Ads Worth Only 16% Of A TV Spot
Published by MediaDailyNews
Thursday, Apr 2, 2009

A study commissioned jointly by one of the biggest publishers of magazines and distributors of television programming, found that TV and magazine ads are "more effective" than ads shown on the Internet. The study, conducted by well-regarded research firm McPheters & Co., examined the relative effectiveness of ads across the three media, and found that 30-second TV spots and full-page, four-color magazine ads were proven to be more effective than standard online banner ads.