ad avoidance

JAR Update

New research insights are available in a report in the Journal of Advertising Research’s Insights Studio and on the Digital First section of its website.    Read more »

Why We Should Measure Disengagement

Attention to advertisements and content is a hot topic today. New measures designed to assess engagement and identify powerful creative and sticky content are being employed. However, a new study suggests that the focus on engagement misses an important aspect: disengagement.   Read more »

OTTxSCIENCE 2021: Streaming in the New Media Landscape: What’s Next? (Event Summary)

OTTxSCIENCE, held on October 26-27, 2021, presented the latest research-based insights about viewers’ use of streaming services, providers’ strategies to reach and captivate those viewers, and the role of advertising on CTV/OTT platforms. Attendees learned about the evolving AVOD vs. SVOD landscape, advances in measurement as well as fraud detection. Experts explored data on the latest trends, the drivers of viewing behavior and the future of OTT. See the 2021 highlights: Key takeaways, the full event video, and presentations are available for ARF members: If you are interested in becoming a corporate member, please contact New-Member-Info@thearf.org.

Member Only Access

Inside the Journal of Advertising Research — Sixes, A.I. and Media Metrics (Event Summary)


At this Insights Studio, a global panel synthesized their work published in the Journal of Advertising Research on creative strategies for six-second video ads, radio ad-avoidance measures, facial coding analysis of ad sharing, and TV ad effectiveness. Creative trends, generational differences (e.g. Gen Z vs. older audiences) and the power of advertising preferences were among talking points in the concluding Q&A.

Member Only Access

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.”

Access full presentation

“Ad-Receptivity: A New Metric for Improving Engagement” and “How Annoyance Impacts Ad Performance”

“Ad-Receptivity: A New Metric for Improving Engagement” – Leflein Associates / Hulu

Technology is reshaping how audiences watch entertainment. Hulu commissioned research to measure the pervasiveness of ad-avoidance, what drives it, as well as to identify opportunities to maximize engagement for advertisers. Among the issues addressed:

How many viewers are avoiding ads at all costs?

What methods are being used to avoid ads?

Which viewers are more receptive to ads and why.

What drives ad-receptivity?

What types of ad experiences resonate with viewers across the ad-receptivity spectrum?


“How Annoyance Impacts Ad Performance” – Icosystem / Light Reaction

The authors put forward a hypothesis that, in order to elicit a reaction, an ad, even when it’s viewable, must cross several stages of Perceptual Pathway: first, we must notice it; then we must pay attention to it; next, we have a “gut” emotional reaction. Any ad that fails to cross any of these stages results in a lost opportunity.

Among the questions that will be explored are:

Are there observable differences in the subject’s behavior?

Do the subjects report being annoyed by the ads?

Do the subjects recall the ads shown?

Snacking, Texting, Fast-Forwarding and Other Ways to Avoid Ads


Would You Like a Snack or a Commercial?

Live TV viewers avoid commercials by multitasking during breaks.  Eating (76%) and texting (69%) are the most frequent activities according to the TiVo research analyzed in this eMarketer article, “Most Digital Viewers Multitask While Watching Live TV.” TAGS: multitasking, commercials, TV advertising, live TV.  See more . . http://www.emarketer.com/Article/Most-Digital-Viewers-Multitask-While-Watching-Live-TV/1013281


Can Marketer Avoid the Ad Avoiders?

Ad avoidance by consumers has resulted in marketers seeking alternate means to reach these consumers according to Jack Neff in this Advertising Age article.  Live TV programming, selective digital media strategies, content marketing, sampling, and customized packaging, are among the means by which marketers, such as Clorox, PepsiCo, and Revlon, avoid ad avoidance..TAG: brand challenge.  See more . . http://adage.com/article/print-edition/big-agenda-ad-industry-2016/302067/


Ad Avoidance Alert: Fast-Forwarding Not Time-Shifting is the Major Problem

Ad avoidance is not the main reason viewers time-shift TV programs according to Hub Entertainment’s Research report, which is discussed in this MarketingCharts article.  Advertisers should be more concerned about these viewers fast-forwarding through commercials. TAGS: fast-forwarding, time-shifting, commercials, tv advertising.    See more . . http://www.marketingcharts.com/television/as-tv-viewers-time-shift-whats-the-implication-for-ad-avoidance-51957/


Will Ad Blocking Force Digital Media to Improve?

Ad blocking has forced publishers to invest in the quality of their online content and to focus on optimal distribution.  By creating more interesting content, targeting audiences precisely, and developing native partnerships with brands, publishers will attract willing and engaged readers according to this Digiday article by Colin Nagy.  TAGS: ad blocking, digital media.  See more . . http://digiday.com/publishers/digital-media-will-improve-in-2016/


Do These Commercials Make You Sick?

Consumer avoidance of over-the-counter drug advertising, specifically advertising by analgesic brands, is analyzed in this December 2015 Journal of Advertising Research article. The results reveal that this avoidance is more directly and strongly influenced by affective reactions, such as irritation, and attitude toward such advertising than cognitive reactions, such as perceived utility or skepticism. The authors offer suggestions for mitigation of this ad avoidance behavior. TAGS: OTC, over-the-counter, analgesics.   Source: http://www.thearf.org/journal-of-advertising-research-online-access/


Ad Blocking-Consumer Behavior and Advertiser Concerns

Are You One of the 47% Who Report Ad Blocking?

This Quirk’s Marketing Research Review article, “Your Ad Not Here: Should Marketers Be Worried About Ad-Blocking?” presents statistics and trends related to ad blocking, revealing consumer confusion about the difference between ad-blocking technology and cookie data restriction, and more… See more. . . Source: http://www.quirks.com/articles/2015/20151126-1.aspx

Would You Watch a TrueX Ad For Some Free Web Content?

Fox’s TrueX lets TV viewers choose to watch and interact with a 2-minute ad upfront versus the series of 30s ads spread throughout the programming content. Is this enough to fight ad avoidance? What do consumers choose? See more . . Source: http://blogs.wsj.com/cmo/2015/07/16/foxs-truex-faces-hurdles-in-bid-to-fight-tv-ad-avoidance/

Ad Blocking Won’t Result in a Catastrophe

Current ad-blocking concerns echo earlier fears that surrounded the launch of TiVo and the DVR according to this eMarketer interview with Walt Horstman, President, AudienceXpress.  This article, “Ad Avoidance Isn’t New-It’s Just Evolving,” further discusses the impact of ad blocking.  See more . . Source: http://www.emarketer.com/Article/Ad-Avoidance-Isnt-NewmdashIts-Just-Evolving/1013084

Do Your Intrusive Ads Compel Consumers to Install Ad Blockers?

Ad blockers are being installed to counter intrusive ads, according to 74% of U.S. respondents to the Teads global study, “Why People Block Ads.”  This Media Post article by Tobi Elkin, “80% of People Would Reconsider Installing Ad Blockers, Cite Word-of-Mouth,” examines additional motivations for consumers to use ad blockers online, as well as providing a breakdown of statistics by country. TAG: intrusive ads.  See more . . Source: https://www.morningstar.com/news/pr-news-wire/PRNews_20160129NY10670/teads-releases-global-study-on-why-people-block-ads.html

Consumers Dislike Your Ads and They Are Letting You Know It!

Ad blocking software will be used by 9% of U.S. consumers to opt out of ads in the next three months according to DCN Research Director Rande Price in this article summarizing the organization’s report, “2015 DCN Consumer Ad Block Report.”  The report explains how this statistic was developed, and explores the growing threat from ad blocking software. See more . . Source: https://digitalcontentnext.org/blog/2016/01/05/2015-dcn-consumer-ad-block-report/


Chart Source:   https://blog.pagefair.com/2015/ad-blocking-report/