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Editor’s Note: From the AM Conference in June. Ad Receptivity: A New Metric for Improving Efficiency – presented by Asaf Davidov of Hulu and Barbara Leiflen of Leiflen Associates Market Research

We are continuing to share notable presentations of original research from June’s Audience Measurement Conference (AM). This week’s white paper focuses on “ad receptivity” with Asaf Davidov and Barbara Leiflen.

Their research measures the pervasiveness of ad avoidance, what drives it, as well as identifies opportunities to maximize engagement for advertisers and viewers. It spans two waves of quantitative and qualitative research that both define viewers’ ad receptivity and bring it to life.

Also provided is a four-part segmentation, an analysis of what viewers are doing when they skip commercials and the value of “purposeful viewing.”

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