Lifestyles of the Ad Averse

Very good survey on the new type of consumer who avoids ALL ads.

Nuff Said

Ed Osworth


Microsoft/Starcom: Here's What Ad Avoiders Look Like

The performance, attitudes and behaviors of media viewers have been outlined in a new study that could be shocking to advertisers and the agencies that create those ads, according to MediaWeek.

The study was a joint effort by Microsoft and Starcom along with research firm Millward Brown and is ominously titled "Lifestyles of the Ad Averse." The main finding is that 10-15 percent of those between the ages of 17 and 35 are either passive or active "ad avoiders" who feel put off by most advertising.