Magazines generate some form of advertising response from more than 60% of their readers compared with 50% of tv viewers and less than 33% of radio listeners, a new survey says.

The survey, commissioned by Magazines Canada, also found magazine advertising was twice as effective at stimulating consumers to ‘order a product or service by mail than tv, radio or newspaper advertising.

The survey says magazines are tied with tv as a means to stimulate consumers to call toll-free numbers.

It also supports the commonly advanced theories about tv commercial zapping.

Almost two-thirds of viewers, 64%, report they mute tv commercials, with 23% of viewers saying they mute tv spots half the time, and a further 17% saying they do it three-quarters of the time.

The survey says a high percentage of viewers, 86%, say they change the channel from the one they are watching when a commercial comes on.

As well, it says 40% of them say they switch channels to avoid a tv commercial more than half of the time, and 33% say they do it three-quarters of the time.

This month, Magazines Canada will use the relevant aspects of the survey in presentations to large advertisers and their agencies.