If you remember our study also provided the capacity for measuring attitudes in the moment The trend data on consumer attitudes to advertising shows increasing levels of negativity and the rise of ad blocking is testamount to this, so you would assume that in the moment sense of irritation would be further heightened. In magazine media we found the opposite effect. Openness to advertising actually increased when asked at the moment of consumption. Perhaps this is because in the moment, sense of affinity and relevancy are even more apparent and readers less inclined towards generalising about their attitudes towards advertising. Important to remember these results are across channels and reflect both print and online experiences with magazine brands. To do in the moment mobile surveys across all channels wasn’t possible so we cant put these results in context, however we think there are other channels where in the moment responses would be more positive. We’d hazard a guess that cinema would achieve good results, advertising here has the opportunity to feel like part of the experience.