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CANNES, FRANCE Industry professionals gathered here to celebrate advertising creativity received a sobering message today: One in three consumers in the most attractive demographic is not only ignoring commercial messages, he or she actively avoids them.
Joint research presented by Microsoft and Starcom MediaVest revealed that one-third of 17-35-year-olds take active steps—such as using TiVo, installing pop-up blockers or subscribing to satellite radio—in order to avoid ad messages.
“They’re the problem children of the marketing world,” said Kate Sirkin, global research director at Starcom MediaVest.
Stephen
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