The findings show that planners and buyers are more likely to buy in-bar TV advertising than three years ago, with bars and shops proving the most effective venues and rail stations the least.
Key findings include the fact that 77% of respondents expect to purchase screen advertising in the future, up from 67% in October 2002, with gyms set to be the fastest-growing location for the medium.
This form of advertising proves particularly popular with brands targeting 18- to 34-year-olds, with 72% of such respondents expect to purchase airtime in bars while 85% expect to purchase airtime on any screen media.
Almost two-thirds of respondents think screens should be considered as part of the marketing mix.
According to the company's head of research Lance Clatworthy: "This research is further confirmation that screenmedia has a great future. We're seeing a substantial and growing belief from planners that it really can deliver valuable target audiences, particularly the elusive young adult market."
Avanti offers three entertainment channels, Music Video Network (MVN), Magnetic and MVN Gym, as well as bespoke channels.
It carried out the survey in March and analysed answers from 147 respondents. Findings will be incorporated into the first Annual Screenmedia Research Report to be launched by the company this summer.
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