The Media Comparison Study, conducted in 2005, compared consumer attitudes towards different media on a range of measures from memorability to cultural influence. 

Advertising engagement
> Most involving advertising environments
> Involvement with ads on TV
> Involvement with ads in newspapers and magazines
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Attitudes towards advertising in different media environments
> Consumer attitudes towards ads on TV
> Consumer attitudes towards ads on the internet
> Consumer attitudes towards ads on pay TV
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Credible advertising environments
> Most credible and believable ads
> Ads on the internet
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Advertising recall
> Top of mind advertising recall
> Most memorable advertising
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Talkability
> Most likely to be the topic of conversation at school or at work
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Role of Media
> What media do people turn to?
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Reach
> Best medium to reach consumers
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Influencing purchasing decisions
> Best influence on decision to buy products or services
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Source of information for consumers
> Best source of information about new products
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