Probably trying to aim for a "shooting the messenger" pun, as in: Adblockers are killing content, not the shitty ad networks responsible for their rise.
... or the people using it. The message would be "your ads are bad", the ad blocking stats are the messenger and the shooting consists of media trying to tackle adblockers instead of bad ads.
I'm guessing they mean the sites.
People blocking ads are just the same as people skipping through ads on a vhs recording of TV, or going to the toilet/making a drink when the ads are on. Nobody likes ads.