People say that they hate advertising, but the ad-supported TV model persists. Consumers often say one thing but behave differently. Reliable measurement of viewer attitudes is necessary to develop product strategies and to support ad sales efforts. Learn the methods and results of a national online survey of 1500 persons 13–54 years old, plus an oversample of 150 Hulu subscribers. This research explored attitudes towards ads as well as correlations between ad avoidance and viewing behaviors and show preferences. In addition, an ad avoidance segmentation was developed to better inform advertising strategies.