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.
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