• October 2, 2000

According to a new study conducted by MRI Interactive on behalf of Phase2Media, the Internet is the most informative advertising medium. In addition, the study reveals it is also one of the most creative.

More than 16,000 Web users were asked to rate the Internet, as well as television, magazines, radio and newspapers for information delivery, creativity and intrusiveness. Over half of respondents ranked Internet advertising as the most informative medium (54%) ahead of magazines (36%), newspapers (32%), TV (29%) and radio (17%). When it comes to creativity, respondents judged TV as the most creative advertising medium (61%), followed by the Internet (47%), magazines (45%), radio (21%) and newspapers (11%).

Interestingly, for those who claim Web advertising doesn't get noticed as often as television commercials, the study reveals the Internet and TV share the distinction of being the most intrusive media (54% for each), ahead of radio (39%), magazines (25%) and newspapers (17%).