Americans feel advertising is communicating better, but not improving
Adotas Editor | August 31, 2018
Research shows that 62% of Americans feel advertisers are doing a better job of communicating with them than in the past, but only 23% think advertising is changing for the better and only 12% say they generally like or enjoy advertising, according to Kantar Media’s 2018 DIMENSION study. When it came to feelings about advertising on different platforms, respondents were most likely to say they liked advertising in the cinema (26%), followed by print magazines (24%) and linear television (24%) and least likely to say they liked advertising on blogs (10%), online video games (11%) and music streaming services (13%). Demographically, younger generations were more receptive to advertising: 15% of 18- to 34-year-olds and 19% of 35- to 44-year-olds generally like or enjoy advertising, while only 9% of 45- to 64-year-olds and 8% of those 65 and older felt the same.