According to an ad-blocking study conducted by Kantar Media TGI, heavy radio listeners (over 15 hours per week) are 24% more likely to use ad blockers that create digital barriers for marketers. Static ads that pop up on websites and other digital display ads are less effective for this group. But broadcast radio and online streaming are more effective ways for marketers to reach consumers who are using ad blockers.
For the survey, 5,213 connected adults 18+ in the U.S. (1,014 interviews), Brazil (1,097), China (1,067), France (1,000), and the U.K. (1,035) were interviewed from October 19 to December 14, 2016. These were individuals with access to the Internet via both a work or home computer and a smartphone or tablet. It was found that more than half of consumers use ad blocker software (20% always, 34% sometimes.) In the U.S. they are most likely to always use them.
Other findings included:
* Males are 27% more likely to use ad blockers; females are 26% less likely.
* Those using blockers are 145% more likely to use the Internet for entertainment and leisure, streaming music, podcasts or video content across devices, and 134% more likely to be particularly social online, using the Internet for email, instant messaging, and social/professional networking.
* For stations using endorsement ads by popular personalities, ad blockers are 74% more likely to be particularly influenced by peer recommendations or reviews, whether online or via word-of-mouth.