McPheters & Company's study, conducted with the co-operation of Conde Nast and CBS Vision, concludes that time spent with a media doesn't necessarily translate into value for advertisers.Findings showed that within a 30-minute time period, magazines delivered more than twice the number of ad impressions when compared to television ads, and over 6 times compared to the Internet.In addition, survey participants had much better recall of ads they saw on television than they did online."Because different media deliver ad impressions at vastly different rates, this study provides clear evidence that time spent with a media does not translate into value for advertisers," said Scott McDonald, SVP of research for Condé Nast. "It also indicates that magazine advertising is undervalued relative to its effectiveness."By using eye-tracking software, McPheters was also able to determine the visibility of online ads. They found that 63% of banner ads could not be seen and of those that were, 37% of participants simply passed their eyes over them while just a third "stopped" their gaze.More information