For Canadian agencies and advertisers, the importance of being creative, engaging but also non-intrusive is becoming clearer and clearer every day.

According to a new study on media and advertising by Synovate:

• Eighty-eight percent of those surveyed in Canada have actively tried to avoid TV and radio advertising by turning off, changing the channel or using personal video recorders to fast forward through recorded ads.
• Close to half of people in Canada (43%) have avoided websites that they feel have intrusive advertising and 37% say they are doing it more often than a year ago.
• Seven in ten Canadians think there are too many ads on TV and 54% feel there are too many ads in magazines.