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People are less likely to say they hate or dislike ads in print media compared with other channels, according to recent research from Quantilope.

The report was based on data from a survey conducted in August 2022 among 3,003 people in Germany, the United Kingdom, and the United States. As part of the survey, respondents were asked about their attitudes towards ads in six common formats/channels: social media, audio streaming, video streaming, cable television, websites, and print.

More than a quarter people say they are indifferent to ads across all six channels.

Respondents are least likely to say they hate or dislike ads in print media and are most likely to say they hate or dislike ads in audio streaming (podcasts, music, etc.). Print also has the greatest share of people (46%) who say they are indifferent to ads on the medium.

Sentiments toward media advertising by channel

When asked if they are willing to pay for a premium subscription in order to skip ads, younger generations (Gen Z and millennials) are much more likely to say they are somewhat/extremely willing compared with Gen X and baby boomers.

How willing people are to pay to skip advertisements by generation

Willingness to pay for a premium subscription in order to skip ads also varies among countries, with people in the US more likely to say they're somewhat/extremely willing compared with people in Germany and the UK.

How willing people are to pay to skip advertisements by country

About the research: The report was based on data from a survey conducted in August 2022 among 3,003 people in Germany, the United Kingdom, and the United States.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji