Consumers give TV advertising top marks in the latest research released by the Toronto-based Television Bureau of Canada (TVB). To gauge consumer attitudes towards all advertising they hear or see, a national phone survey asked participants which one medium was the strongest on measures of effectiveness, influence, power, persuasiveness and engagement. Television advertising came out on top in every instance with newspaper and the Internet running a distant second and third in most cases.

Key findings include:

* 80% of A18+ feel that television advertising is the most influential; newspaper advertising followed with 8%.

* 75% of A18+ feel that television advertising is the most powerful; newspaper advertising followed with 10%.

* 71% of A18+ feel that television advertising is the most persuasive; newspaper advertising followed with 12%.

* 69% of A18+ feel that television advertising is the most engaging; newspaper advertising followed with 9%.

* 68% of A18+ feel that television advertising is the most effective; newspaper advertising followed with 15%.

* 59% of A18+ feel that television advertising is the most relevant; newspaper advertising followed with 25%.

* 53% of A18+ feel that television advertising is the most authoritative; newspaper advertising followed with 22%.

The study conducted by ComQUEST Research, a division of BBM Canada, involved 1000 adults aged 18-plus in each of three one-week waves in June, July, and November 2005.