• Mediaweek, Tuesday, February 20, 2007 11:16 AM

There are a lot of people that don't like advertising very much -- and they will do whatever it takes to get away from it, according to a recent study by Microsoft and Starcom. Said report, tabbed "Lifestyles of the Ad Averse," finds that 10% to 15% of adults 17-35 fall into the "ad avoiders" category.

After a series of interview and observation sessions with dozens of self-proclaimed avoiders in Denver and New York, the study found they fall into two types: Passive avoiders who can't be bothered with ads, and active avoiders, hose who say "be good or be gone."

The active group is apt to be made up of young, tech-savvy men who prefer media that has no commercials, like DVDs and satellite radio. And the passive group is mostly women who gravitate to activities that are ad-free, such as books or board games. But avoiders of all kinds are a daunting prospect for marketers.

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