Google claims YouTube ads are more effective than TV

Television industry reacts angrily to report suggesting that in 80% of cases adverts on video website are better in driving sales

Google has attacked the effectiveness of TV ads and called on advertisers to massively increase the amount they spend on YouTube.

Matt Brittin, Google's top-ranking European executive, is set to unveil a report analysing ad campaigns across eight countries that show in 80% of cases YouTube ads were far more effective than TV ads in driving sales.