Television advertising works.

At least that’s the conclusion of Toronto’s Poole-Adamson Research Consultants after crunching numbers it has compiled over the 25 years it has been conducting one-on-one interviews with respondents.

According to the company’s research, television not only has the highest audience ‘involvement’ when compared with newspaper, magazines, out-of-home and radio, but it also carries the most positive qualities in the minds of the viewers.

In controlled lab situations, tv rated highest for measurements of entertainment, humor, believability, newness and appeal.

With the exception of informativeness, out-of-home advertising follows closely behind television in terms of positive qualities. Perhaps unsurprisingly, newspapers came out on top in the informative and educational categories.

When it comes to negative qualities, the study found that there is very little overt hostility to any of the media rated, with the most common complaints being dullness and multiple exposure. All forms of media scored about the same in terms of annoying the audience.

According to Tery Poole, president of the Toronto research firm, the study is actually a compilation of hundreds of studies Poole-Adamson has conducted over the past 25 years, involving one-on-one interviews where identical questions are asked to sample groups of at least 75 people.