The study, conducted by Manchester University's professor of psychology Geoffrey Beattie, shows that the brain finds audio visual images easier to process than either text or audio alone.
Beattie exposed participants to messages about three products - a holiday, a car and a mobile phone - via an audio visual message (video), an audio message and a text message. He discovered that recall and rentention of information from the audio visual messages were much stronger.
ITV marketing director Jim Hytner said: "I believe this is the most important piece of ad hoc research that ITV has undertaken."
Justin Sampson, managing director at the Radio Advertising Bureau responded: "The ad avoidance issue is a significant one for TV. An Initiative study shows 44% of viewers actively avoid ads on TV. It is only 16% for radio. The (ITV) study also ignores the issue of cost-effectiveness."
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