How to avoid the growing ad irritation

Research by Mindshare shows Norwegian consumers are increasingly irritated by advertising and its Irritation Formula can help advertisers identify common pain points and drive better outcomes.

Why it matters

There has been a gradual and significant increase in the proportion of the Norwegian population who are annoyed by advertising. The population also shows gradually lower advertising attention. This is mirrored in Sweden and Denmark, so this is not only a Norwegian challenge.


  • The study measures advertising irritation in general, as well as irritation across 33 different channels. The research shows younger demographics are most annoyed, with the irritation as high as 54%.
  • Digital channels are considered the most annoying, with online video considered the most irritating, and mid-roll scoring worst. SMS, TV, in-game, social media,...

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Insights Team
Bray Leino

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