Young men don't object to Web pop-up ads as long as there's a payoff. About 61% said they'd prefer a free Web site with pop-ups, vs. 33% who prefer a pay site with no ads. Some 69% said TV ads are their first choice for getting information on a new gadget, and 56% consider network TV ads a major source of "staying informed," followed by cable and radio ads at 43%, newspaper ads at 38% and magazine ads at 34%. The study found a split between men ages 18 to 24 and those 25 to 34 in media use. For example, 68% of the younger group play video games, and 54% use instant messaging, vs. 51% and 31% in the older group.