Banner ads do catch our attention

In my quest to find some information on news paper reading behaviour, I found something surprising. Researchers at Stanford University found in their study of on-line newspaper readers that 45 % of all banner ads were read and fixated an average of 1 second. That’s a much higher figure than I thought. In my own on-line reading, I would have guessed that 10 % of the banner ads succeed in getting my attention. But perhaps I’m glancing at them for such a short period of time, that I don’t actually perceive and remember it.