Consumers often jump at any opportunity to avoid ads. When an ad break disrupts a program in network TV’s carefully curated prime-time schedule, many viewers take that bathroom break or grab a snack from the kitchen, while digital users are increasingly flocking to ad blockers or skipping pre-roll ads the moment the content lets them. But when an influencer they trust promotes a brand and other fans attest to the product in the comment section, people stop looking away.
The Creator Economy Can Thrive With Audiences That Are Over Traditional Advertising
Whalar’s recent study found that half of Gen Z spends zero hours on ad-supported television
