Blog by Claudia Polimeno
Since the first television commercial aired in 1941, TV advertising has played a central role in shaping consumer decisions and perceptions. With its unique ability to combine visuals, sound, and storytelling, TV remains a powerful medium for capturing attention and building brand awareness. Despite the rise of digital alternatives, television continues to deliver nearly half (46.6%) of advertising-generated profits, boasting an impressive ROI of £5.94 per pound spent (Ebiquity and Gain Theory, 2018). Its audiovisual storytelling capabilities allow advertisers to engage audiences in ways other formats cannot (Findley et al., 2020).
However, the advertising landscape has shifted significantly in recent years. Streaming platforms, ad-free subscriptions, and social media have disrupted traditional TV’s dominance. Younger generations, like Millennials and Gen Z, are increasingly bypassing traditional live TV in favour of on-demand content with minimal or no advertising interruptions (Sweney, 2022). Research shows that only three out of ten younger viewers consider TV ads effective, compared to older generations who still engage with the medium (Carufel, 2023).
To address these challenges, advertisers must understand how generations engage and avoid TV ads, shaped by their content preferences, cultural norms, and device use. By tailoring strategies to these factors, campaigns can better connect with diverse audiences and remain impactful.
Generational Trends in TV Ad Engagement and Avoidance
Generational cohorts, shaped by their shared formative experiences, exhibit distinct attitudes toward television advertising. Previous research indicates that older generations, such as Baby Boomers and the Silent Generation, tend to engage more deeply with TV ads, often watching commercials in their entirety. In contrast, younger generations, including Millennials and Gen Z, are more likely to skip ads quickly, preferring platforms where ad-free content is available. Studies have also found that Baby Boomers and the Silent Generation value functionality and product-focused messaging, engaging longer with ads that emphasise practical benefits. Meanwhile, Gen Z and Millennials gravitate toward dynamic, emotionally engaging, and story-driven content (Office of Inspector General - U.S. Postal Service Office, 2019). However, their shorter attention spans often lead to disengagement within seconds if the ad fails to capture their interest.
The Role of Device Type and Cultural Context Device type and cultural context significantly influence how audiences engage with or avoid TV ads. Research shows that ads viewed on desktops generate higher engagement rates across all generations, particularly among Baby Boomers and Generation X.
The larger screen size and immersive environment are likely contributors to this effect. Younger audiences, on the other hand, show higher engagement with ads on mobile devices, aligning with their preference for interactive, on-the-go content (MetrixLab, 2023; Agility, 2020). However, mobile devices also make it easier to skip ads quickly, reinforcing the need for concise and engaging messaging.
Cultural context further complicates engagement patterns. Younger audiences demonstrate higher engagement rates in individualistic cultures, whereas older generations exhibit higher engagement levels in collectivistic cultures (Rojas-Mendez et al., 2009). Tailoring ad strategies to both viewing platforms and cultural nuances ensures campaigns resonate with diverse audience segments while maximising impact.
Data Collection
The analysis was based on a dataset of 279,825 observations provided through a carefully designed survey methodology. This dataset included variables capturing participants' responses to TV advertisements, such as demographic information, ad exposure metrics, brand recall and evaluation measures, and indicators of emotional and cognitive associations. To ensure authentic insights, advertisements were integrated within a commercial block to simulate a natural viewing environment. This design allowed for the observation of real behaviours, such as ad-skipping and recall patterns, without the biases typically introduced by traditional pretesting methods. Additionally, participants evaluated only four advertisements to maintain data quality and avoid respondent fatigue.
Key Findings
Advanced methodologies, such as the Fractional Logit Model and the Accelerated Failure Time (AFT) model, provide a closer look at how audiences engage with and avoid TV ads in today’s fragmented media landscape.
Older generations, including Baby Boomers and the Silent Generation, remain the most engaged with TV ads. They are less likely to multitask and more attentive to traditional advertising, making them ideal targets for functional, product-focused messaging. Younger generations, particularly Gen Z and Millennials, demonstrate lower engagement levels and higher avoidance rates, but there’s more to the story. Millennials, for example, align more closely with older generations in their preference for desktops over mobile devices, setting them apart from Gen Z’s mobile-first habits.
Interestingly, emotional content—a staple of many ad campaigns—seems to resonate less with younger audiences. Gen Z and Millennials prefer value-driven, informative ads over broadly emotional storytelling. In contrast, emotional appeals increase engagement among older generations, such as Baby Boomers. This shift suggests that younger audiences are drawn to relevance, clarity, and interactivity, likely influenced by their familiarity with digital advertising.
Device preferences also play a critical role. Desktops generate the highest engagement across most generations, offering an immersive and focused viewing experience. Gen Z, however, bucks this trend by engaging more with smartphone ads, aligning with their preference for on-the-go content. This divergence underscores the importance of optimising campaigns for specific devices to maximise impact.
Cultural context adds another layer of complexity. In individualistic cultures, older generations respond more positively to autonomy-focused ads, reflecting their values of independence and personal success. Meanwhile, Millennials and Gen Z show lower ad avoidance in collectivistic cultures, where community-focused and socially relevant messaging resonates more effectively.
Lastly, product type influences engagement and avoidance behaviours. High-involvement products, such as cars or appliances, drive longer viewer attention compared to low-involvement items like snacks. Additionally, ads featuring positive and distinctive brand messaging consistently enhance engagement while reducing avoidance across all generations.
Managerial Implications
The results of this research provide advertisers with a roadmap for crafting targeted, impactful campaigns that resonate with diverse audiences.
Older generations, such as Baby Boomers and Generation X, are highly engaged with emotionally rich content that resonates on a personal level. These audiences respond well to ads that evoke nostalgia, authenticity, and connection, making emotional storytelling a powerful tool for capturing their attention. Pairing emotional appeals with detailed, visually rich content ensures these campaigns remain impactful. Desktops provide an ideal platform for delivering this immersive experience, allowing advertisers to craft ads that highlight both the emotional and tangible benefits of the product or service.
For younger generations, particularly Gen Z and Millennials, relevance is key. Shorter, dynamic ads with concise, value-driven messaging perform better than emotional storytelling alone. Mobile optimisation is essential for Gen Z, who engage most with content designed for smaller screens. However, the lower ad avoidance rates on desktops for Gen Z present an opportunity to experiment with interactive, gamified, or personalised desktop campaigns.
Cultural nuances further emphasise the need for tailored approaches. In individualistic countries, ads that focus on autonomy, independence, and personal success resonate with Baby Boomers, the Silent Generation, and even Gen Z. In collectivistic cultures, however, Millennials and Gen Z engage more with messaging that emphasises community, family, and shared values. Advertisers should align campaign themes with these cultural preferences to maximise resonance.
Finally, product type matters. High-involvement products, such as cars or appliances, benefit from ads that provide detailed, informative content, fostering longer engagement. For low-involvement products like snacks, concise, visually striking ads are more effective in quickly capturing attention.
By leveraging these generational, technological, and cultural insights, advertisers can design data-driven campaigns that not only capture attention but also build meaningful connections with their audiences.
References
Agility. (2020). Mobile Ads vs. Desktop Ads: Which Are Better For Your Campaign. Agilityads.com. https://www.agilityads.com/blog/mobile-ads-vs-desktop-ads
Carufel, R. (2023). New research reveals perceptions of ad effectiveness by age. Agility PR Solutions. https://www.agilitypr.com/pr-news/public-relations/new-research-reveals-perceptions-ofad-effectiveness-by-age/
Findley, F., Johnson, K., Crang, D., & Stewart, D. W. (2020). Effectiveness and Efficiency of TV's Brand-Building Power: A Historical Review. Journal of Advertising Research, 60(2), 1-10. doi:10.2501/JAR-2020-011.
Gain Theory & Ebiquity. (2018). Profit-Ability: The Business Case for Advertising. https:// www.thinkbox.tv/research/profit-ability-the-business-case-for-advertising
MetrixLab. (2023). Mobile vs Desktop Ads. The move to increasingly comprehensive strategy.
Office of Inspector General, United States Postal Service. (2019). Advertising effectiveness and age: Report Number RARC-WP-19-001. https://www.uspsoig.gov/reports/white-papers/advertisingeffectiveness-and-age
Rojas-Mendez, Jose & Davies, Gary & Madran, Canan. (2009). Universal differences in advertising avoidance behavior: A cross-cultural study. Journal of Business Research, 62, 947-954. https:// doi.org/10.1016/j.jbusres.2008.08.008
Sweney, M. (2022). Younger viewers shun traditional TV channels as 90% opt for streaming services. The Guardian. https://www.theguardian.com/tv-and-radio/2022/aug/17/younger-viewersshun-traditional-tv-channels-as-90-opt-for-streaming-services