This is some bad news for television channels and advertisers wanting to break into the UK market.

A survey conducted by NFO World Group on behalf of Periodical Publishers' Association has revealed that more than half of British adults find television advertising to be more annoying than website ads, according to a report in online service eMarketer.

Radio has fared better with 23 per cent Brit adults saying that commercial ads on radio give them the heebie-jeebies. Website advertising is found to be the least irritating with only 18 per cent of them saying that they found it jarring.

NFO surveyed 2,030 adults (age 12 and over) between November and December 2001. Whereas 16 per cent of British adults say they feel the quality of the web is worse with advertisements, only eight per cent think the same about magazines and newspapers.

In fact, when NFO compared respondents' opinions regarding magazines and websites, it found that more people in Great Britain feel relaxed, trust the information more and even feel less guilty about reading a magazine than the amount of people who feel the same about using websites.


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