Targeted and non-targeted ads were found to be equally invasive by a majority of those in the older demographics. Some 76% of those in the 60+ age bracket and 61% of those in the 45-60 demographic found both types of video ads to be just as intrusive. Younger viewers aged 18-29 and 30-44 responded at lower rates of 52% and 54%, respectively.
Younger viewers also found online video ads to be more annoying than their parents. Within the 18-29 demographic, 43% answered that online video ads are more vexing than TV ads compared to 24% of those in the over 60 group.
The majority of survey respondents said they would not pay a premium to avoid online video ads. Only 18% of respondents said they would pay a premium, with younger viewers slightly more inclined to pay. Of those who said they were willing to pay a premium to avoid online video ads, 54% were 18-44 and 45% were 45 and up. Some 85% of those 45-60 and 84% of those 60+ were unwilling to pay any premium to avoid online ads.