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The Battle: Ad Frequency vs. the Viewer

August 25, 2021

Have you ever watched a TV show and seen the same ad appear over and over again? Did you eventually memorize the jingle from that carpet cleaning commercial during a binge session? 90% of consumers report having seen an advertisement/commercial so many times that it became annoying to them. Big Village decided to take a look to see what consumers do when that annoying ad pops up all the time, as well as what consumers think is an appropriate ad length.

Take a look below to find out more!

Ad Frequency

Older generations are more likely to be annoyed by repetitive commercials.

“I believe some commercials are necessary, but too long and too many is overwhelming.” – Gen X

Most consumers just change the channel or mute the TV when that annoying ad comes on.


Ad Length

Most consumers agree that shorter ads (6 and 15 second) commercials are the most acceptable length for an ad – but Millennials seem to be more accepting of all ad lengths than any other generation. Gen Z finds 30 second ads to be notably less acceptable than any other generation.

“I feel like [a 15 or 30 second ad] won’t detract me too much from a short show.” – Millennial


“I realize that commercials pay for the programs I like to watch so I don’t mind them as long as they don’t take up too much time.” – Boomer



This Online CARAVAN® omnibus survey was conducted on August 2-4, 2021. Approximately 1,000 adults selected from opt-in panels were surveyed. The results are also weighted to U.S. Census data to be demographically representative. Written by the CARAVAN team at Big Village Insights. Learn more about our Online CARAVAN® omnibus surveys here. Contact us at for more information.

Big Village’s CTV Hive is an always-on online community offering turnkey CTV viewer insight on advertising, products, and services, as well as rich audience understanding through video and photo diaries, guided storytelling and digital collaging.