Why the Super Bowl Is the One Time of Year People Actually Want to Watch Ads

Consumers see them as a form of entertainment

Though marketers probably don’t want to think about it, Americans really don’t like advertising very much. A 2012 survey by Mancx found that advertising is a big complaint about the internet (54 percent of those surveyed think there are too many ads), and a Gallup survey found that 37 percent of people have a negative view of the advertising industry overall. A Harris poll conducted last summer found that millennials—that darling group that every advertiser is courting—are especially ad-averse: seventy-four percent object to being singled out by brands in their social media feeds, and a whopping 56 percent have quit a social media site just to get away from the ads.