- The British public are more likely to avoid TV advertising in the digital age, according to Futurescope research conducted by Western International Media.
The research reveals that the ad avoidance habit is increasing across all main media with avoidance of television ads having increased by seven per cent since 1996.
Avoidance of newspaper ads rose by 4 per cent, radio five per cent and magazine and direct mail avoidance by 11 per cent each.
TV ad avoiders are more likely to live in cable and satellite homes, where they can zap across channels. Futurescope shows that almost a third of the population, or 31 per cent, always avoid advertising, but in cable and satellite homes the number rises to four out of ten, or 41 per cent.