More than eight in 10 US consumers (81%) say they aim to ignore and tune out ads, according to a survey by Gartner.
The finding underscores that consumers increasingly treat advertising as background noise, raising the stakes for marketers to earn attention rather than assume it.
Consumers actively block and avoid ad exposure
Consumers are not only tuning out ads, they are also actively resisting ad exposure.
A Gartner survey of 1,539 U.S. consumers conducted in October 2025 found that about half (52%) of adult consumers report taking steps to actively block ads, including paying for ad-free content and using VPNs or ad blockers.
In a separate Gartner survey of 4,038 respondents conducted in August and September 2025, 43% of consumers said they do everything they can to avoid and block ads.
Marketers urged to prioritize attention and value
“Marketers should assume consumers are actively defending their attention,” said Emily Weiss, Senior Principal Analyst in the Gartner Marketing practice.
“When 81% of consumers are trying to tune out ads, the cost of interruption is higher than ever. Brands need to prioritize ad experiences that feel respectful, relevant, and creative while delivering clear value, whether that is utility, education, or a genuinely positive moment.”
“The brands that respect attention will be the brands consumers remember.”
Ad formats influence consumer reactions
Gartner’s findings show that not all advertising is perceived equally.
Consumers are less likely to react negatively to sponsored ads and content, while advertising that intrudes on content, such as pop-up ads, or is unskippable is more likely to generate negative sentiment toward the brand being advertised.
Younger audiences show stronger negative responses
The backlash is especially pronounced among younger audiences.
Twenty-four percent of Gen Z consumers said retargeted ads negatively impact their perception of the brand being advertised, compared with 18% of Millennials and 16% of Gen X and Boomer audiences.
Marketers advised to reduce intrusion and tailor content
“To reduce backlash and improve effectiveness, marketers should design for the consumer’s experience first,” Weiss said.
“That means limiting intrusive and unskippable formats, managing frequency to avoid overexposure, and investing in creative that earns attention rather than forcing it.”
Marketers should also tailor messages to be concise and relevant, and align content to what consumers increasingly want from their media, including positive and educational experiences.
Gartner forecasts a shift away from retargeted ads
Gartner said that by 2027, reliance on retargeted ads will become a primary driver of negative brand perception among Gen Z.
The company said this is expected to prompt leading brands to shift paid media investment toward opt-in and embedded advertising experiences.
