Source: The Ipsos Consumer Tracker, fielded April 23 – April 24, 2025 among 1,085 U.S. adults
Q: When I’m shopping in stores or online, I see ads for the products I’m shopping for - Often
IPSOS DATA DROPS:
Boycotts in America
March 2025
Key Takeaways:
Many Americans say they don’t often buy the brand of product they intended to buy when shopping in-store. That means that brands have a strong opportunity to persuade shoppers and influence their choices in retail environments.
But marketers aren’t reaching shoppers where it matters: only one in five Americans say they see relevant ads for when shopping online or in-store.
Another one in three Americans say they rarely or never see ads on TV or in the media for the products they’d consider buying.
The vast majority of Americans are not seeing relevant ads while shopping
Only 19% of Americans see relevant ads while shopping, whether online or in-store. That means brands have a significant opportunity to drive sales through retail media networks — especially during the shopping process.
Older Americans are particularly likely to say that they are not getting relevant ads during their shopping experience.
2
Traditionally, advertisers have focused on marketing in content-driven channels like TV and social media. But a third of Americans say they rarely or never see relevant ads in these places for the products they’d consider buying.
Lower-income households are particularly likely to say they are not seeing relevant advertisements in the media they consume.
Source: The Ipsos Consumer Tracker, fielded April 23 – April 24, 2025 among 1,085 U.S. adults
Q: I see ads on TV or in media I consume for products that I am in the market to buy – Rarely or Never
Many Americans also aren’t getting the right ads when they’re not shopping
3
Audience extension and media partnerships between retail media networks and other media channels have the potential to increase the relevance of the ads shown to consumers.
The 38% of Americans who say they do not often purchase the brand they originally intended to buy are prime candidates for advertising through retail media networks.
Total
18-34
35-54
55+
Source: The Ipsos Consumer Tracker, fielded April 23 – April 24, 2025 among 1,085 U.S. adults
Q: When I go to a store, I buy the brand or product I intended to buy
- Sometimes, Rarely, or Never
38%
42%
36%
38%
Many Americans are open to new brands while shopping
1
Only half of younger Americans say they often buy the brand or product they initially intended to buy. That suggests they are particularly open to new offers and can be won over by effective marketing and positioning.
What's Next
Many Americans say they can be swayed on brand purchases. At a time when many shoppers are making tradeoffs between brand loyalty and the total cost of their cart, brands must ensure that brand value is top of mind at the point of sale.
Certain shopper demographics are less likely to see relevant advertisements, both in-store and in media channels. Brands should understand these gaps and act on the opportunity to drive market share through targeted marketing.
By utilizing shopping data from retail media networks, brands can ensure that their campaigns reach shoppers consistently, inside and outside the store. That’s a win for brands, retailers, media companies, and consumers.
TO LEARN MORE, CONTACT: Anne Hunter Senior Vice President Head of B2B Product & Go-to-Market anne.hunter@ipsos.com Or visit the Ipsos Consumer Tracker archive and the Ipsos Top Topics page.
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IPSOS DATA DROPS:
Boycotts in America
March 2025
IPSOS DATA DROPs
AMERICAN SHOPPERS SAY THEY AREN’T SEEING RELEVANT ADS
May 2025
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19%
23%
26%
11%
Total
18-34
35-54
55+
Under $50K
$50K-<$100K
$100K+
$125K+
38%
31%
32%
28%
33%
Total