The news: Television and social media are the ad channels most likely to drive purchases, but are also where consumers perceive ads as the most disruptive, per a DISQO study.

• 49% of respondents stated that TV drives purchase behaviors, while 48% said the same for social media.
• But 36% of these respondents also said TV was the most disruptive place to encounter ads, while 38% said this for social media.

The problem with TV and social ads: Consumers find TV ads disruptive for several key reasons: Excessive ad loads, repetitive ads and ad frequency, and a preference for ad-free content.

• Viewers are most annoyed by excessive ad loads and repetitive ads on TV and streaming, per a 2025 TiVo report. Thirty-three percent stated that excessive ads were what annoyed them the most about ads, while 27.5% said the same about repetitive ads.
• Consumers are highly sensitive to ad frequency. The majority of consumers (66.7%) tolerate less than four ads per TV show before upgrading to ad-free plans, according to Attest.
• Most viewers maintain a preference for ad-free experiences (62%), even if they have to pay more for ad-free content. That emphasizes the need for marketers to carefully craft ads to maintain quality and relevance.
• Social ads face similar challenges combatting user frustrations with ad frequency and scrolling interruptions. Social media ads are much more likely to disrupt the active user experience than channels like print and outdoor ads.

The upside: While DISQO’s findings indicate resistance to TV and social ads, they also give hope to marketers: 43% of consumers found TV ads useful and relevant, while 46% stated these ads can be engaging and enjoyable. Thirty-seven percent and 35% respondents said the same for social media ads, respectively.

What marketers should do: DISQO’s findings show the difficulties marketers face creating ads that are effective without annoying users—but also prove that marketers can combat negative sentiment with the right strategies. To capitalize on TV and social media’s potential to drive purchases, marketers must prioritize interactivity, reduce repetition, and deliver on relevance.

• Interactive, entertaining ads increase the likelihood that users will pay attention. Seventy-eight percent of consumers state interactive ads engage them, per Clutch.
• Repetition is one of the biggest contributors to ad fatigue. Two-thirds of consumers (66%) in Southeast Asia ignore repetitive ads, while 88% say that repetition makes them pay less attention, per Epsilon. Refreshing creative assets and testing ad iterations to match unique audience preferences will combat fatigue.
• Ads should be relevant and useful. Personalized ads that prioritize relevance balanced with privacy generate higher engagement rates, with three in four consumers more likely to pay attention to relevant ads, per Verve. Privacy can remain a factor by including opt-out options and clear policies.