Ad rejecters as avoiders

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...

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