Interesting Yankelovich study reported in in June about whether the type of media impacts the effects of advertising. The study looked at 16 different types of media including online and traditional media. One of the more surprising findings for researchers was that 56% of participants had a positive impression of traditional media, whereas 31% of the group favored digital ads. The thought is that the consumers mood or mindset when watching TV is different than when they are surfing the Internet.