Kantar Finds Direct Correlation Between Avoiding Ads, Viewer Experience, Purchases

by Laurie Sullivan , August 10, 2023

There is a direct correlation between the likeability of advertising and its ability to drive positive performance, according to data released Thursday.

Some 56% of U.S. viewers use some form of ad-blocker, and 86% of viewers avoid ads altogether.

The most popular method of avoiding ads is leaving the room or to …

ad blocking, ad buys, ad targeting, advertising, content, data, data management, digital, dynamic, media buying, new products, performance marketing, personalization, product placement, programmatic, programmatic tv, research, search, television, video, viewability

4 comments about "Kantar Finds Direct Correlation Between Avoiding Ads, Viewer Experience, Purchases".

Check to receive email when comments are posted.

Ed Papazian from Media Dynamics Inc, August 10, 2023 at 5:16 p.m.
Laurie, while a very high percentage of TV viewers take steps to avoid commercials from time to time---and sometimes often---this does not mean that this study demonstrates that 86% of all TV ad exposures are avoided. I'm not saying that you said this but inevitably, some folks will make that interpretation and it's not accurate. Typically, only 35-40 % of the assumed commercial "audience" watches an average commercial that appears on the TV screen and this kind of percentage---often lower---applies to most other media, including digital video and even more so, to digital display ads.
Reply

John Grono from GAP Research, August 11, 2023 at 5:45 p.m.

I find it very hard to accept the statement of “When people are exposed to an ad during an ad break, they IMMEDIATELY switch to another activity".

Simply ask yourself, if you are viewing and an ad pops up do you immediately switch?

I'd bet that the answer would be 'Yes' if you were asked 'have you ever immediately switched away from an ad break', and 'No' if you were asked 'do you always immediately switch away from an ad break'. The trurth lies somewhere in betweeen (naturally).

Ed Papazian from Media Dynamics Inc, August 11, 2023 at 6:25 p.m.

John, as an aside, many people think that the only time viewers look away from the TV screen---or leave the room---is during commercials. But that's not true. Lapses in attention take place to varying extents through out our viewing experience depending on what's on the screen---program content or ads. Taking an extreme example, a "Today Show" viewer is often grooming or getting dressed or eating breakfast while "watching" but even so, the viewer may pay close attention if the show suddenly announces that a disaster has taken place and shows scenes of said disaster. Likewise , even though a medical drama by definition creates greater viewer involvement this invaribly peaks toward the end of the episode when the docs are working feverishly to save the life of a pivotal character.

The same point applies to commercials. If we have seen the same message only a few hours ago---or even yesterday---and paid attention to it----- we are less likely to do so again if it's repeated so soon after our previous exposure. But delay that event by several weeks and the studies indicate that avoidance is significantly reduced. And, of course, some commercials are much more entertaining---or interesting---than others. No viewer instantly rejects all commercials no matter what they are about or how often they have been seen---except for our fellow MP poster, Douglas, perhaps.

Laurie Sullivan from lauriesullivan, August 11, 2023 at 6:31 p.m.

Ed and John, I really appreciate you guys. Thank you!