January 5, 2005

The Consumer Advertising Backlash Worsens

Ad-Blocking Behaviors Follow Negative Attitudes Toward Marketing

by Jim Nail

with Chris Charron, Sally M. Cohen

Executive Summary (This is a document excerpt)

Consumers' impatience with ad clutter on their TVs, PCs, telephones, and inboxes accelerated between 2002 and 2004, spurring behaviors that block these annoyances. Women and young adults remain slightly more open to ads, especially entertaining ads or ones for new products. If ad-blocking behaviors slash media companies' ad revenues, will consumers make up the difference out of their own pocket? No. The amount consumers are willing to pay for ad-free TV amounts to only one-tenth of TV ad revenues.

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