More than 8 in 10 consumers try to avoid ads according to survey

Author Moonshot.news

Published on: 15/04/2026

81% of consumers aim to ignore and tune out ads, according to a US-survey by market research firm Gartner. By 2027, reliance on retargeted ads will become a primary driver of negative brand perception among Gen Z, prompting leading brands to shift paid media investment toward opt-in and embedded advertising experiences. The brands that respect attention will be the brands consumers remember”, the company says in a forecast 

“The finding underscores that consumers increasingly treat advertising as background noise, raising the stakes for marketers to earn attention rather than assume it.” 

The survey found that 52% of adult consumers take steps to actively block ads, including paying for ad-free content and using VPNs or ad blockers.

In a separate survey, 43% of consumers said they do everything they can to avoid and block ads. Together, these behaviours signal a backlash against advertising experiences perceived as intrusive, repetitive, or low-value, the report says. 

“When 81% of consumers are trying to tune out ads, the cost of interruption is higher than ever. Brands need to prioritize ad experiences that feel respectful, relevant, and creative while delivering clear value, whether that is utility, education, or a genuinely positive moment”, says Emily Weiss, Senior Analyst at the company 

The report says that consumers are less likely to react negatively to sponsored ads and content, while advertising that intrudes on content, such as pop-up ads, or is unskippable is more likely to generate negative sentiment toward the brand being advertised.

“The backlash is especially pronounced among younger audiences. 24% of Gen Z consumers said retargeted ads negatively impact their perception of the brand being advertised, compared with 18% of Millennials and 16% of Gen X and Boomer audiences.”

“To reduce backlash and improve effectiveness, marketers should design for the consumer’s experience first. That means limiting intrusive and unskippable formats, managing frequency to avoid overexposure, and investing in creative that earns attention rather than forcing it”, Weiss says. 

“Marketers should also tailor messages to be concise and relevant, and align content to what consumers increasingly want from their media, including positive and educational experiences.”