Consumers in Spain were more inclined to like ads on any platform, Millward Brown found. Nearly one-third (31%) said they liked ads on TV, with the percentages for laptops and smartphones at 19% and 14%, respectively.
The survey also asked how consumers felt about ads on tablets. Interestingly, in Germany and Spain, tablets scored higher for ad favorability than either smartphones or laptops. In France, the percentage who considered ads on tablets very or somewhat favorably was about the same as the proportion favorable to ads on smartphones and laptops. Read the rest at eMarketer.