Over time TV ads have an enduring impact with advertisers reaping benefits from campaigns begun a year earlier, claims one of the biggest studies of its kind.

Researchers looked at the impact of marketing for several hundred brands in haircare, cereals, juice and motor insurance. The work commissioned from PwC, the professional services group, and Thinkbox, commercial television's trade body, will be used to argue that TV advertising remains effective despite changing consumer habits, especially rising internet usage.

These views have been reinforced by a modest rise in expenditure on television advertising, which means the TV industry is now expected to show nominal growth of about 2 per cent in 2007 after reporting a decline last year.

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