A new global study by Kantar Millward Brown illustrates the attitudes Generation Xers, Millennials and the youngest generation have toward various advertising formats. The study included 39 countries and 23,907 interviews, so, while it represents a massive data set, it’s definition of generations is somewhat problematic.
It defines Gen Xers as being born between 1967 and 1981 (while most overyone else defines Xers as being born between 1961 or 1964 to 1981); it defines the Millennial generation as spanning 14 years, whereas 20 years is the generally accepted timespan for a generation. See the rest at MarketingLand.
That said, it remains illuminating none the less.
The dislike of cinema advertising by Gen Xers may be explained by the fact that they grew up watching movies before the introduction of cinema advertising whereas for Millennials and the younger generation, ads have always been part of the movie-going experience.