“Nightmare on Madison Avenue.” That’s how MediaWeek referred to a study conducted jointly by Microsoft and Starcom, with help from researcher Millward Brown.
The report, Lifestyles of the Ad Averse, found that between 10 percent and 15 percent of adults 17-35 fall into the category of “ad avoiders” i.e. folks that don’t like advertising, and generally find it “annoying.” Apparently we “ad avoiders” come in two flavors. Passive avoiders who simply can’t be bothered with ads. And active avoiders, whose message to advertisers is “be good or be gone.”
I’m sorry I can’t provide you any more details on the article because I found a really cool banner ad on MediaWeek for the Clio Awards.