Generational Differences in Television Advertisement Engagement and Avoidance

Blog by Claudia Polimeno

Since the first television commercial aired in 1941, TV advertising has played a central role in shaping consumer decisions and perceptions. With its unique ability to combine visuals, sound, and storytelling, TV remains a powerful medium for capturing attention and building brand awareness. Despite the rise of digital alternatives, television continues to deliver nearly half (46.6%) of advertising-generated profits, boasting an impressive ROI of £5.94 per pound spent (Ebiquity and Gain Theory, 2018). Its audiovisual storytelling capabilities allow advertisers to engage audiences in ways other formats cannot (Findley et al., 2020).

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