Nielsen study uncovers Consumer Ad Avoidance trends

A Nielsen study, released today, revealed the majority of consumers are actively avoiding ads across various media platforms, including podcasts, streaming services, and live TV.

The study, which polled 3,000 U.S.-based consumers, highlights the growing challenge marketers face in reaching and influencing their target audiences.

Ad Avoidance Remains High:

• 64% of consumers intentionally avoid ads on free, ad-supported video services.
• 59% are somewhat or very likely to subscribe to an ad-free streaming service.
• 64% of podcast listeners intentionally avoid ads.

Inflation Concerns Impact Buying Power:

• 95% of consumers express that inflation is influencing their buying power.
• 56% of consumers are spending less on non-essential items due to inflation.

Marketing strategies to overcome Ad Avoidance and Inflation

Leverage Influencer Marketing:

• 59% of consumers are equally or more inclined to buy products endorsed by influencers they follow.
• Partner with influencers who align with brand values and target audience.

Personalize Marketing Tactics:

• 68% of consumers are somewhat likely to buy a product if a brand engages with them personally.
• Use data and analytics to personalize marketing messages and experiences.

Utilize Social Media Advertising:

• 55% of consumers are somewhat likely to evaluate a new provider, brand, or product based on a social media ad.
• Create engaging and targeted social media ads that resonate with the target audience.