Yesterday, the Out-of-Home Marketing Association of Canada released results from a study it’s been conducting since January. The aim was to measure and compare consumer perception of, and tolerance for, ads in television, newspapers, radio, magazines and the Internet, plus outdoor executions.

OMAC’s objective, explains president Rosanne Caron, ‘was to build on our learning from the first ‘Day in the Life’ study, which looked at Canadians’ lifestyles and revealed that we spend over one-half of our weekly time outside of the home.’

Caron says the survey results reflect a growing level of irritation and avoidance of interruptive advertising, with OOH deemed the least intrusive. Respondents in OMAC’s survey said they voluntarily spend 33% of their weekly media time interacting with OOH – which exceeds time spent with other media.

The complete study is available at www.omaccanada.ca.