A majority of Americans say they ignore Internet ads -- far more than television, radio and newspaper ads.
Some 63% of consumers say they tend to ignore or disregard all Internet ads. Among this group, 43% say they don't pay attention to banner ads and 20% ignore search ads. The research was produced by AdweekMedia/Harris Poll, from a recent online survey done by Harris Interactive.
Farther down the list was television ads -- only a 14% number. Radio was at 7%; newspapers ads, 6%. Overall, almost all Americans say they ignore some ads -- 91%.
Looking at the Internet space, men and women ignore ads at about the same levels -- 42% for men; 45% for women.
When it comes to age, older U.S. media consumers 55+ ignore ads on TV the most -- at 20%. This compares with 14% for those 45-54 years old, 13% for those 35-44; and 9% for those between 18 and 34 years old.
Younger Americans ignore radio ads the most -- 11% of those 18-34 -- compared to 6% of those 55 years and older. 40% of those 18-34 ignore Internet banner ads.
When it comes to education, 46% of those who have some college and those who are college graduates say they ignore banner ads, compared to just 40% of those who have a high school degree or less.