Ad rejecters as avoiders

Ian Brace

Ian Brace, research director at TNS UK, describes the growth of the segment of the population who fail to engage with TV advertising in almost any way.

Ad rejecters as avoiders

Ian Brace

Ad avoidance comes in many guises. Much of the current focus is on that part of the target audience who make a deliberate and conscious choice to avoid television ads – whether by channel-hopping, discovering an urge to go and make a cup of tea, fast-forwarding through recorded material or using their PVR to skip the commercial breaks. But there is also a significant proportion of the population that adopts an ad avoidance strategy that they probably do not even recognise as such, but that potentially makes them even more difficult to reach.

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