While global consumers’ attitudes towards advertising haven’t changed much over the past year, those in the US report being somewhat less bothered by advertising this year than last.
About one-third (32%) of the 1,000 US consumers surveyed for a new report from Kantar Media said they disliked advertisements, down from 36% in 2018.
Nearly 3 in 5 Americans (57%) surveyed have no definitive like or dislike for advertising, but the percentage of those who find advertising enjoyable (12%) is half that of the 5-country average.
While consumers in other countries seem to get more enjoyment from advertising, the UK is the only market that has a lower percentage of consumers who enjoy advertising (11%) than the US.
The data also suggests that where consumers happen to view an ad contributes to how much it is enjoyed.
Kantar found that respondents enjoy seeing advertisements in the cinema more than in any of the other media. Perhaps more telling is that consumers prefer viewing ads through traditional platforms – such as television and print media – more than they do online. Read the rest at Marketing Charts.
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