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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Attitude Toward the Ad (Intrusiveness)

The scale measures the the extent to which a person perceives that an advertisement has interfered with his/her processing of the non-advertising content of a medium, e.g., watching a TV program, surfing the web, reading articles in a magazine. Although the construct is theorized to lead to negative affective reactions (irritation) and behavioral responses (avoidance), it is viewed as distinct from them.