Survey: Audio Still Breaks Through In The Ad-Skipping Era.

The good news for marketers is just 2% of consumers use ad blockers. The bad news, however, is that 93% say they actively skip ads in a new survey released by the B2B research firm Clutch, with only 3% of consumers admitting to never skipping an online ad. In a just-released report, it says that audio is one of the ways for advertisers to address the Americans’ proclivity to skip over their messages.

“Video and audio advertising are becoming increasingly embedded in the way people consume content, as brands attempt to have their ads blend seamlessly into those experiences,” Clutch’s Anna Peck says in a new report. “What makes video and audio formats compelling is their ability to match the rhythm of content consumption. They often blend into the flow of what the audience is already doing, like listening to a daily news podcast during a commute or watching a show on the couch.”

Clutch says that while audio is also emerging as a “powerful” yet “often under-leveraged” advertising channel, a third of consumers it surveyed are already acknowledging they consumed ads via audio channels like podcasts or streaming services.

“As podcast listenership continues to grow, especially among younger audiences, native audio placements are resonating,” Peck writes. She says the shift signals a broader change in consumer mindset.

“Ads that align with content and do not interrupt it are more likely to be accepted,” says Peck. “For brands, this means rethinking how ads are crafted for these mediums. It’s not just about visibility but about resonance.”

The Clutch survey of 453 consumers this month also finds that despite improvements in personalization and targeting, most ads still fail to capture attention and it’s why so many Americans are skipping over the ads put in front of them. In fact, 55% of consumers skip ads when possible, and 37% ignore them entirely. Yet only 15% pay for ad-free services, suggesting that most people aren’t avoiding ads by paying. They’re simply tuning them out because the content isn't engaging.

“The data makes it clear: while users dislike ads, cost remains a major barrier to opting out,” Peck writes. “For brands, this presents a double-edged opportunity. On the one hand, people are compelled to avoid ads; on the other hand, they’re not willing to pay to do so. That means advertisers still have a huge audience to reach, as long as they earn their attention.”

The report says in addition to audio, video ads are also growing more important. Over half of consumers (56%) report encountering ads on video streaming services. Interactive video ads have become a normalized part of platforms like YouTube. The survey says 78% of consumers say entertaining or interactive ads capture their attention, while 63% respond to ads that are informative or inspirational.

Personalization in advertising has also become an expectation for consumers. Clutch data found that 76% of consumers report seeing a relevant ad at least once a month, and nearly half (47%) feel comfortable with personalized advertising.

Overall, Peck says consumers seem to have a “low tolerance” for advertising, so brands need to work hard to fully capture their attention. “Ads that spark emotion or invite participation stand out in today’s crowded landscape,” she says. “Brands that treat ads like content people want to engage with will see better results.”