CMR: Do Not Call Me; Do Not Advertise to Me

Forrester Research's Chris Charron holds that we are in the midst of an advertising backlash, citing the fact that 60 million households signed up for the do-not-call list, 54 percent of households have spam blockers and people using digital video recorders (DVRs) have their devices screen out about 60 percent of ads.

Despite Charron's pointing to these recent trends, this may not indicate a rise in ad weariness, but merely the emergence of technologies that allow consumers to better filter their personal media experiences. In any case, Charron encourages marketers to concentrate more on permission-based marketing and efforts using individual profiles to provide better relevance.