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Banner Ads Ignored Cross-Demo

  • Adweek, Tuesday, November 30, 2010 12:02 AM
AdweekMedia/Harris Poll asked consumers to cite the kind of advertising they're most likely to ignore -- and 43% picked Internet banner ads. Search-engine advertising also didn't fare very well in the poll, either: 20% ignore them. Despite having come of age with the Internet, the survey's 18-34-year-olds were about as likely as their elders to pick banner ads as the genre they ignore the most (42%).

The biggest variation by age cohort came with respect to TV advertising. While advertisers might think of the 55-plusers as a comparatively docile TV audience, that age group had the highest proportion of respondents picking TV ads as the kind they ignore the most. 20% of the 55-plusers made that choice, vs. 9% of the 18-34s, 13 percent of the 35-44s and 14% of the 45-54s.



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