The latest annual AdReaction study, focusing on consumer opinions and perceptions of advertising, finds that even in this digital-centric climate, U.S. consumers are likely to view offline media ads most favorably -- with TV viewed positively by 49% of respondents, followed by magazine ads (41%), and newspaper ads (40%).

The 2012 study finds the most positive attitudes towards digital ads are for opt-in email ads, which 28% of respondents find very or somewhat favorable. Social media and mobile advertising rank towards the bottom at 13% and 9%, respectively.

Examining changes in attitudes towards advertising formats between 2009 and 2012, the traditional media types with the most positive favorability changes: newspapers (+6) and radio (+6). The only upticks for digital favorability are for mobile (+2) and non-opt-in email (+2).  All other forms of digital media lost favorability points with Americans, led by social media (-8), online video (-6) and online search (-5).

The global study was conducted using qualitative/quantitative methodologies across 18 countries, with a total of more than 6,000 interviews. The U.S. subset findings represent quanitative data only.

Sources: Print in the Mix & Millard Brown, AdReaction