The study, From Tuned Out to Leaned In, reveals that avoidance manifests across a spectrum. While 41% of consumers pay for ad-free subscriptions to escape interruptions, others rely on passive filters, multitasking, or AI-driven tools to bypass traditional messaging. Joanna O'Connell, Chief Intelligence Officer at Omnicom Media North America, notes that this behavior is no longer limited to a single cohort, but represents a widespread shift in how audiences curate their digital environments.

To regain traction, brands must move beyond standard commercials. Data shows that 84% of consumers want brands to experiment with new connection methods, favoring non-traditional formats like product placement, augmented reality, and seamless brand integration. These methods outperform standard TV spots, generating significantly higher levels of surprise and positive emotional engagement. Ultimately, the burden of proof rests on the advertiser to make every exposure feel additive rather than disruptive, blending traditional reach with content that consumers actively choose to watch.