It wasn’t a banner day for Internet banner ads when an AdweekMedia/Harris Poll asked consumers to cite the kind of advertising they’re most likely to ignore (see the chart).
Search-engine advertising also didn’t fare very well in the poll, which was conducted last month.
Despite having come of age with the Internet, the survey’s 18-34-year-olds were about as likely as their elders to pick banner ads as the genre they ignore the most (42 percent made that choice). Likewise, 21 percent of the 18-34s said search-engine ads are the genre they’re likeliest to ignore.
The biggest variation by age cohort came with respect to TV advertising.
While advertisers might think of the 55-plusers as a comparatively docile TV audience, that age group had the highest proportion of respondents picking TV ads as the kind they ignore the most. Twenty percent of the 55-plusers made that choice, vs. 9 percent of the 18-34s, 13 percent of the 35-44s and 14 percent of the 45-54s.