Television commercials are considered to be the most entertaining form of advertising by consumers in the UK.
McKinsey, the consultancy, conducted a survey of 2,000 adults in the country, with a particular focus on respondents who regularly read or watch news content.
By contrast, 66% described press advertising as "informative", a score that fell to 44% for TV, 30% for radio, 25% for paid search and 12% for the other forms of online communications assessed.
Respondents in the 18–24 year old age-range were found to spend 61 minutes a day consuming news content, an increase of 33% when compared with a similar study in 2006.
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