A report from Kantar has shown that consumers are suffering from ad fatigue, with bombardment and oversaturation putting the UK ad industry at risk.
The research firm’s Dimensions report, found that almost three quarters (73%) of UK consumers had seen the same ads ‘over and over again’. As a result, just 11% said they ‘enjoyed’ advertising.
Kantar commissioned the report to examine the risks facing the advertising industry as a result of over-targeting. It is based on the findings of 5,000 consumers in five markets with a combined total ad spend of $352bn.
The study found that Brits’ perception of advertising has been tainted by repetitive and obtrusive ads, with more than half (55%) saying they felt ‘apathetic’ towards advertising, an increase of 2% on 2018’s figure
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