the ad medium with greatest impact is...

Well according to a new Deloitte report based on a 2,000-strong YouGov survey, definitely not online if that's what you were thinking.

Unsurprisingly for us but perhaps so for the marketers we work with, the results are refreshingly old fashioned.

Online came in last place with a whopping 3%, preceded by cinema, leaflets, posters, then radio at 15%, magazines at 17% and newspapers with 30%.

And the winner - achieving an impressive 56%? Yep, you guessed it - the old has-been medium that is TV.

So next time your agency suggests ploughing all your budget into online, just remember that decisions should always be based on facts not current trends.

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