Consumers Are Ignoring Ads – But They Still Respond to the Right Ones

Only Half of Consumers Notice TV Advertising

Getting noticed has become one of advertising’s biggest challenges.

According to the research, 81% of consumers deliberately try to ignore ads. Television still attracts the highest level of attention, but even there, only half of respondents said they notice advertising. The figures are lower for social media (47%), YouTube (45%) and streaming platforms (40%). On e-commerce marketplaces, just 13% of consumers said they notice ads.

The findings suggest that simply appearing in front of consumers is no guarantee of being seen.

Some Ad Formats Frustrate Consumers More Than Others

Not all advertising generates the same reaction.

Non-skippable video ads topped the list of the least popular formats, followed by pop-up ads. Consumers also reported negative feelings towards in-app adverts shown during mobile games, text message advertising and autoplay video ads.

Poor creativity appears to carry broader consequences. Four in five respondents agreed that a bad advert is worse than no advert at all, while 51% said a poor campaign reflects more negatively on the brand than on the platform where it appears.

Discounts, Useful Information and Good Timing Still Work

The research also points to what consumers value in advertising.

Promotional offers remain one of the strongest drivers of positive engagement. Almost nine in ten respondents said they react positively to adverts featuring discounts or promo codes. Useful information and content that helps people discover something new also scored highly, while 86% said entertaining adverts are more likely to hold their attention.

Context matters as well. Most respondents said they connect more with advertising that feels relevant to the content they are already watching or listening to. The same proportion expects brands to adapt creatively for different platforms instead of running identical adverts across every channel.

Timing can make a difference too. Nearly four in five consumers said advertising feels more relevant when it appears at the right moment and matches what they are doing at the time.

Consumers See a Role for AI, but Not Without People

Artificial intelligence is already shaping how consumers view advertising.

According to the study, 81% believe at least a quarter of the adverts they see today are AI-generated. More than three-quarters think AI-generated advertising should be clearly labelled, and many said they recognise it through overly polished visuals or copy that feels generic.

Despite those concerns, attitudes towards AI are not entirely negative. Nearly seven in ten respondents believe AI could reduce the number of adverts they see while making them more relevant. Around two-thirds said it could help brands move away from generic messaging, while just over half believe AI has the potential to improve advertising overall.

Consumers are far less supportive of removing people from the process altogether. Only 16% said they would accept advertising created entirely by AI, while 64% believe AI should only be used alongside human involvement. The research also found people are generally more comfortable with AI being used behind the scenes to optimise advertising than to generate the creative itself.

What It Means for Retailers

For retailers, the findings reinforce a message that extends beyond media buying. Consumers are paying less attention to advertising overall, but they continue to respond to campaigns that offer value, fit the context and arrive at the right moment.

While the research reflects the attitudes of US consumers, many of the issues highlighted in the report – including declining attention to advertising, growing frustration with intrusive formats and increasing expectations for relevant creative – are likely to resonate with retailers and brands across other digital markets.