Data Overview Report

Consumer Insights: Advertising, US 2024

Consumers Don’t Love Ads, But They’ve Become More Tolerant Of Them

September 13th, 2024
Audrey Chee-Read, Principal Analyst
Audrey Chee-Read Principal Analyst
Cole Walsh, Researcher
Cole Walsh Researcher
With contributors:
Mike Proulx , Andrew Linnehan , Bruna Venicio , Peter Harrison

As B2C marketers invest large portions of their budgets in paid media, consumer receptivity to and likelihood to engage with advertising have increased. But just because consumers show interest in branded content on digital advertising channels doesn’t mean that they trust it. Younger and older consumers have divergent attitudes toward emerging advertising channels. B2C marketing executives should use this report to ground their media investments in our insights on changing consumer attitudes toward online advertising.

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