Observed Signal · Oct 6, 2026 · Research Study · Source: Digiday · Impact: 2/5 · Sentiment: Positive
Omnicom Media Research Reveals Ad Avoidance Insights, Solutions
Omnicom Media Intelligence, the research arm of Omnicom Media Group, released a new study titled 'From Tuned Out to Leaned In: How to Combat Ad Avoidance' ahead of Advertising Week. The study surveyed 1,136 U.S. adults in August, testing four video-based creative executions including product placement, brand integration, and augmented reality. Key findings show that 65% of U.S. consumers actively or passively avoid advertising to some degree. Active avoidance behaviors include using ad blockers, paying for ad-free subscriptions (41%), and skipping ads. Passive avoidance involves multitasking or tuning out repetitive content. The research defines ad avoidance as a spectrum of behaviors, not a single cohort. Solutions offered include using frequency, context, and creative together, designing the ad experience, moving beyond traditional ads with immersive formats, and taking a holistic approach. Omnicom Media plans to announce a new ad-tech partnership during Advertising Week to help clients address this issue.
The study provides insights into ad avoidance, a growing concern for advertisers, and outlines strategies that agencies can use to improve ad effectiveness. While not a major platform change, it offers actionable data for the industry.
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Key Takeaways & Evidence Grounding
- Omnicom Media Intelligence published the study 'From Tuned Out to Leaned In: How to Combat Ad Avoidance'.
- 65% of U.S. consumers avoid advertising to some degree, according to the study.
- The study surveyed 1,136 U.S. adults in August and tested four video-based creative executions.
- 41% of respondents pay for subscriptions to avoid advertising.
- Omnicom Media will announce a new ad-tech partnership during Advertising Week.
Connected Companies & Entities
2 Entities mapped“Omnicom Media set out to dig deeper into the causes and the solutions around it... The holding company will release details of an ad-tech pa...”
“In prior research it’s done over the last two years, including collaboration with NBCU on dynamic contextual ads....”
Ontology Mapping & Concepts
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