How Brands Annoy Fans Report Cover

Report Media Coverage


A handful of advertisers have pulled their ads from Fox News in response to Sean Hannity's coverage of the Roy Moore sexual harassment saga. More


Between Trump fever and advertisers finding their ads running against racist videos on YouTube, advertisers’ obsession with brand safety is at a peak these days. More

Retail Touchpoints

Brands and retailers beware: if your advertisement appears on a “fake news” or “inappropriate” web site, your customers will notice and judge you for it. A new survey from the CMO Council revealed that 48% of consumers said they would abandon brands they love if their ad runs alongside objectionable online content. More

Growth Engine Media

In June, the CMO Council released its amusingly titled “How Brands Annoy Fans” survey and found that offensive ad placements should sincerely worry companies. “The concern is that the sheer proximity to, or perceived association with, hateful, distressing or brand-contradictory content can undermine that brand, no matter how effective that ad is measured in isolation,” the CMO Council said. Indeed, more than 37 per cent of the 2,000 survey respondents confirmed that seeing an ad placed beside objectionable content would change their perception of the advertising brand.  More

Inglis Blog

There's a good chance you are reading this on an iPad or smartphone, probably while checking your email, tweeting, doing a spot of online shopping and getting the latest news updates. In other words, we are all living an increasingly digital, increasingly on-the-go world. More

Sales and marketing research can be interesting and provide some insight as what not to do. The CMO Council and Dow Jones surveyed over 2,000 consumers from North America and the United Kingdom which revealed the importance of feelings in sales and marketing messages. More


According to recent research from the CMO Council and Dow Jones, based on data from a survey of more than 2,000 consumers in North America and the United Kingdom and reported by Ayaz Nanil, 23% of respondents say false, misleading, or phony advertising is one of the things that bothers them most about brand marketing. Stupid television/video commercials and false promises are tied, followed by poorly trained store personnel (10%) and bad product design (8%): More

EP Magazine

Most organisations within hospitality are digital in some form, from the basics of a website to a fully operating social strategy involving Facebook, Twitter, Instagram and YouTube. It may be an effective way of communicating a message and growing support and business but times are changing. A recent report from the CMO Council surveyed 2,000 adults across the UK, US and Canada. It found that social media platforms were the least trusted by consumers amongst the top media channels. More


A new study from the Chief Marketing Officer (CMO) Council called “How Brands Annoy Fans” found that nearly half of all consumers indicated they would rethink purchasing from brands or would boycott products if they encountered brand ads alongside digital content that offends them. More

Marketers by AdLatina

De hecho, según una encuesta que llevó a cabo el CMO Council a 2.000 personas en Estados Unidos,Canadá y el Reino Unido, la gente cree más en otras fuentes que en Facebook, Twitter o Instagram. Losamigos, la televisión, los motores de búsqueda y los periódicos, hoy por hoy, son más confiables. More


Roughly half of consumers lose respect for brands whose ads appear next to offensive content—seemingly without wondering if it happened inadvertently. 9% become vocal brand critics, 11% completely stop buying the brand, and 37% say they consider the objectionable content next time they make a purchase decision. More

Brand Knew

Consumers say the thing they dislike most about brand marketing is false, misleading, or phony advertising, according to recent research from the CMO Council and Dow Jones. The report was based on data from a survey of more than 2,000 consumers in North America and the United Kingdom. More

The American Genius

CMO Council and Down Jones have done some research on what consumers hate about brand advertising, surveying over 2,000 consumers in the United Kingdom and the United States. When asked “What things bother you the most about the way brands are marketed?” about a quarter of respondents said that they disliked “false, misleading, and phony advertising.” More

A List Daily

A consumer study fielded by SSRS found that 58 percent dislike when brands get political and are more likely to avoid brands that take a position contrary to their beliefs. A separate study from the CMO Council found that 37 percent change how they think about a brand when an ad appears next to objectionable content. In addition, 10 percent said they would boycott the brand, and nine percent said they would be vocal or complain. More

Digital Content Next

Programmatic advertising will account for 80% of all digital display advertising in 2017. However, this technology-driven ad buying process has seemingly created as many problems at it’s solved, in the forms of both wasted ad spend and brand risk exposure. In response, CMOs are taking steps to protect and safeguard their brands by reducing spend in certain digital channels until better controls and compliance measures are in place. More

Marketing Week

Almost two-thirds (63%) of consumers would respond more positively to a social media ad if it appeared on a more traditional advertising channel, according to the CMO Council. Social media ranked behind friends, TV, search engines and newspapers as a trusted source and 60% of consumers say offensive content is causing them to consume more content from established media sources. More

Frank News

Both marketers and consumers have less and less confidence in digital advertising channels. A new report from the CMO Council shows that social media is at the top of the top 5 of least reliable sources. Over 60 percent of respondents would be more confident in a social media ad if they would be spread through a more traditional advertising platform. More

Which 50

A poor approach to brand safety will cost companies sales according to a new study called “How Brands Annoy Fans.” The researchers looked at digital brand safety from the consumer’s perspective and found that consumers are punishing even preferred brands if they don’t use trusted media platforms or take active steps to control the integrity of their ad environments. The goal was to assess the impact of digital advertising experiences on consumer perceptions and purchase intent. More

The Marketing Scope

There’s a reason Facebook has been focusing on allowing advertisers to have more control over the kind of content that their ads get placed next to. It’s because readers do notice it when your ads come up next to questionable or controversial content. At least that’s what the new survey from the CMO Council found. More specifically, about 37 percent of the people surveyed said they think negatively of brands when their ads are next to content objectionable content. More

Figaro Digital

Back in March, The Times revealed that both the Google Display Network (GDN) and YouTube were broadcasting advertisements following offensive content such as extremist and violent videos, and a recent survey by The CMO Council found that brands were indeed being affected by the association. More

Union Metrics Blog

A good thing for marketers to pay attention to, via Marketing Charts: The Most Bothersome Aspect of Brand Marketing Is, "Consumers don’t necessarily dislike advertising – in fact, in some instances they like it. But what really irks them most about brand marketing is false or misleading advertising, according to a new CMO Council study [download page] produced in partnership with Dow Jones. In fact, this is the single biggest bother with brand marketing, per the consumers surveyed, far ahead of irritating TV commercials and brands not keeping their promises.” More

Prof. Lehrer's Blog

The CMO Council published results of a new study from Pollfish, of adults in the US, UK and Canada, which indicated that 48% of consumers will even abandon brands they love if their ads run alongside offensive online content. 37% say it will change the way they feel about a brand, 11% say they will discontinue using it. And, 9% say they would become a vocal critic of the brand. (Sullivan, 2017) More

Marketing Week

It isn’t just marketers who are losing trust in digital advertising channels, with a new study suggesting consumers also have concerns. According to a report by the CMO Council, social media is the “least trusted” by consumers of the top five, while three-quarters (63%) would respond more positively to a social media ad if it appeared on a more traditional advertising channel. More

Video Ad News

According to the CMO Council, 60 percent of consumers across the USA, UK, and Canada say that offensive content appearing on the likes of Facebook and Twitter had already caused them to consume more content from “established media channels”. 48 percent of respondents will abandon even brands that they love if their ads appear next to ‘objectionable’ online content or on fake news sites. More

Daily Marketing Hub

When companies advertise next to objectionable content, 37 percent of consumers say they rethink purchasing from those brands, a CMO Council study called “How Brands Annoy Fans” revealed. More


Over the past year alone, spending on programmatic ads has increased over 80 percent, or roughly $33 billion. With the ensuing lack of control, the user experience can be significantly impeded by the onslaught of negative content online. A recent study conducted by the CMO Council, a global network of executives motivated by high-level knowledge exchange, found that over 66% of consumers lose respect for brands when they encounter inappropriate content on their ad space. More

Advertiser Media Group

The importance of being in tune with one's client and their brand is highlighted today with the publication of a survey by the CMO Council, in partnership with Dow Jones, of 2,000 consumers who say they are willing to “vote with their feet” and defect from brands who fail to control where their ads appear. More


According to a CMO Council study of 2,000 adults in North America and the United Kingdom, nearly half of customers would reconsider or boycott products and companies that were seen advertising near objectionable online content. That’s right, anything deemed offensive, rude, or even just mean could lose your customers faster than a bad diversity report. More


A new study titled, “How Brands Annoy Fans,” conducted by the Chief Marketing Officer (CMO) Council using the Pollfish platform, nearly half of all consumers indicated they would rethink purchasing from brands or would boycott products if they encountered brand ads alongside digital content that offends them. More

Gulf Marketing Review

Social media platforms are still not trusted content spaces. According to the CMO Council Survey of 2,000 adult consumers in the U.S., Canada and U.K. despite listing social media as the source of the second-highest volume of ad messages they receive—behind only television—consumers ranked social media last among their five most trusted channels. They ranked friends, TV, search engines and newspapers as more trusted sources. More

Internet Marketing NewsWatch

According to a CMO Council report, brands lose consumers when their ads appear near objectionable content. The study states that such ads create a negative experience among consumers. More findings 37% of consumers said that they change their perception about a brand when its ads are seen near objectionable content 11% said that they will boycott or avoid doing business with such brands 9% of consumers said that in such situation, they will raise the issue 75% of the consumers said that they are worried about growing number of fake news. More


The CMO Council survey involved two thousand. Consumers. 37 percent of respondents said that in such cases they usually worsen the opinion about the brand before making a purchasing decision. 10 percent said that they are boycotting the brand. Another 9 percent said they would complain to the authorities about this situation. More

Markeing Directo

Online ads that have the bad fortune of having inappropriate content as "neighbors" put severe hassles on the brands. In fact, according to a recent study conducted in North America and the United Kingdom by the CMO Council, online advertising in which the so-called "brand safety" is in danger runs the risk of alienating 40% of its potential audience. More

IAB SmartBrief

Thirty-seven percent of consumers say that seeing a brand's ad next to objectionable content alters their perception of the brand when they're making purchasing decisions, and 11% say it would drive them to boycott a brand, The CMO Council reports. A little more than 19% of respondents said that intrusive or obnoxious ads are the worst, followed by 18.4% who cited discriminatory or hateful ads. More

Kathy Register Marketing Advertising Blog

According to the newly released “How Brands Annoy Fans” survey from The CMO Council, 37.3 percent of 2,000 consumers polled said ads that appear next to objectionable content change how they think about the brand when making a purchase decision. More


Nearly half of all consumers indicate they would rethink purchasing from brands or would boycott products if they encountered brand ads alongside digital content that offends them. That’s the key takeaway from a new CMO Council study, aptly titled “How Brands Annoy Fans.” It’s also more fuel to the fire of broadcast radio and TV C-Suiters in their fight to win back clients who were dazzled by digital but are now perhaps paying the price for trashing good ‘ol traditional media. More


Nearly half of all consumers indicate they would rethink purchasing from brands or would boycott products if they encountered brand ads alongside digital content that offends them, reveals a new study on “How Brands Annoy Fans.” More


A recent report from the CMO Council on ‘How Brands Annoy Fans’ has revealed that almost three quarters of consumers would respond more positively to ads running in traditional advertising channels than social media. More


A new report by the CMO Council, titled ‘How Brands Annoy Fans: The Impact of Digital Advertising Experiences on Consumer Perceptions and Purchase Intent’ has some rather remarkable findings, of interest to advertising and marketing agencies, brand managers and digital agencies. More