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The performance, attitudes and behaviors of media viewers have been outlined in a new study that could be shocking to advertisers and the agencies that create their ads, according to Mediaweek (via MarketingVox).
The study was a joint effort by Microsoft and Starcom along with research firm Millward Brown and is ominously titled “Lifestyles of the Ad Averse.” The main finding is that 10-15 percent of those between the ages of 17 and 35 are either passive or active “ad avoiders” who feel put off by most advertising.
Those falling into the passive category often don’t take action to skip the ads, but they aren’t receptive to them. Active avoiders, though, not only take advantage of ad avoidance systems such as DVRs but also choose to consume more and more ad-free media such as DVDs. The latter group is made up more of men, whereas the former consists primarily of women.
The consumption of ad-supported media is low among avoiders, with 12 percent of them watching an hour or less of television a week. Radio and magazine usage was also low in this group.
One suggested change that marketers could take to combat this trend is to make their ads more relevant to the individual, which might increase the impact that the ad has, should it get through the consumer’s filter.
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