Kiwis are getting good at avoiding advertising.

An independent Reachmedia survey has found 57 percent of New Zealanders deliberately record TV programs so they can fast forward the ads.

Three quarters say they use their smart phone, tablet or laptop to keep them entertained while ads are on, while 85 percent say they actually leave the room or change the channel.

Radio ads are also being increasingly avoided, with a quarter of people listening online to avoid ads, and over half saying they switch stations when the ads come on.

Reach Media Chief executive Greg Radford says while advertising avoidance is nothing new, new technologies are making it easier.