Recent research from Quantilope found that people are less likely to say they hate or dislike ads in print media compared with other channels. 46% of respondents said they were indifferent to ads on the medium. When asked if they are willing to pay for a premium subscription in order to skip ads, younger generations are much more likely to say yes.
The report was based on data from a survey conducted among 3,003 people in Germany, the United Kingdom, and the United States. Audio streaming had the highest share of people who said they hate or dislike ads (29%). People in the US were more likely to say they are willing to pay for a premium subscription compared with people in Germany and the UK.
These findings suggest that print media remains an effective channel for reaching audiences, while younger audiences are increasingly willing to pay for a premium subscription to skip ads. This should be taken into account when designing ad campaigns.
Love, Hate, or Indifferent? How People Feel About 6 Common Ad Formats
Don't worry ... it's FREE!
Learn how CTV, programmatic audio, direct mail, and live events support B2B pipeline when coordinated across audience, messaging, measurement, and buying-stage intent to improve outcomes. Read more
Meta is forecast to reach $243.46 billion in net worldwide ad revenue in 2026, compared with $239.54 billion for Google, according to recent research.
What are marketers doing to drive people to digital experiences from direct mail campaigns? Are these integrations improving campaign performance? To find out, researchers surveyed 500 marketers in the United States.
Netflix's ad revenue is forecast to double year-over-year and reach $3 billion in 2026, according to recent research.
Many B2B brands overinvest in intent signals and short-term ROAS. Learn how share of voice, reach, and memory-building drive sustainable growth in 2026. Read more.
Data-driven ads are losing their edge. Learn how performance-creative strategies blend data and creativity to engage audiences, optimize campaigns, and drive measurable results. Read more.