(Length: 9 pages)
This is a Consumer Technographics document

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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TABLE OF CONTENTS

NOTES & RESOURCES

itemThe Advertising Backlash Accelerates

itemConsumers Turn Anti-Advertising Sentiment Into Anti-Advertising Action

itemSome Groups Are Less Negative Than Others

itemConsumers Won't Pay Enough To Get Rid Of Ads

recommendations

itemLess Is More In Combating The Ad Backlash

Forrester surveyed 14,987 US and Canadian households in June 2004. Each household was asked about their attitudes and behaviors regarding advertising.

Related Research Documents

itemThe Consumer Advertising Backlash

May 28, 2004, Trends

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Technology: Marketing & Advertising
Industry: Consumer Technology Adoption, Media & Entertainment
Geography: North America

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