The Battle: Ad Frequency vs. the Viewer

Have you ever watched a TV show and seen the same ad appear over and over again? Did you eventually memorize the jingle from that carpet cleaning commercial during a binge session? 90% of consumers report having seen an advertisement/commercial so many times that it became annoying to them. ENGINE decided to take a look to see what consumers do when that annoying ad pops up all the time, as well as what consumers think is an appropriate ad length.

Take a look below to find out more!


Ad Frequency

Older generations are more likely to be annoyed by repetitive commercials.

“I believe some commercials are necessary, but too long and too many is overwhelming.” – Gen X

Have you ever seen an advertisement/commercial so many times that it became annoying to you? 85% Yes 15% No (Gen Z) 87% Yes 13% No (Millennials) 91% Yes 9% No (Gen X) 93% Yes 7% No (Baby Boomers)

Most consumers just change the channel or mute the TV when that annoying ad comes on.

How have you reacted when you have seen the same advertisement/commercial so many times that it became annoying to you? 53% Changed the channel/show, 53% Muted the TV, 33% Talked negatively about the ad in conversation


Ad Length

Most consumers agree that shorter ads (6 and 15 second) commercials are the most acceptable length for an ad – but Millennials seem to be more accepting of all ad lengths than any other generation. Gen Z finds 30 second ads to be notably less acceptable than any other generation.

“I feel like [a 15 or 30 second ad] won’t detract me too much from a short show.” – Millennial

How much do you agree with this statements? 72% - I find 6 second commercials to be an acceptable length, 70% - I find 15 second commercials to be an acceptable length, 53% - I find 30 second commercials to be an acceptable length, 30% - I find 60 second commercials to be an acceptable length

“I realize that commercials pay for the programs I like to watch so I don’t mind them as long as they don’t take up too much time.” – Boomer

How much do you agree with this statement, by generation? I find 6 second commercials to be an acceptable length: 70% Gen Z, 75% Millennials, 72% Gen X, 69% Baby Boomers

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Methodology

This Online CARAVAN® omnibus survey was conducted on August 2-4, 2021. Approximately 1,000 adults selected from opt-in panels were surveyed. The results are also weighted to U.S. Census data to be demographically representative. Written by the CARAVAN team at ENGINE Insights. Learn more about our Online CARAVAN® omnibus surveys here. Contact us at caravaninfo@enginegroup.com for more information.

ENGINE’s CTV Hive is an always-on online community offering turnkey CTV viewer insight on advertising, products, and services, as well as rich audience understanding through video and photo diaries, guided storytelling and digital collaging.