We're not hated so much as seen (rightly or wrongly) as irrelevant.
My impression is the view of the club is generally "yeah Villa are a big(ish) club, good stadium, they won a load of stuff in the old black & white days, think they won a European cup in the 80's too, think it was Dean Saunders who scored the winner, but that's about it".
I've always felt that a lack of seriously successful local rivals has never helped us with regards to the media.
Roughly speaking, Everton are a club the same size stature as us (based on historical significance, fan base, stadium, trophies) and to a lesser extent maybe Spurs. Yet both of those clubs have massive, media friendly derbies with Liverpool and Arsenal respectively to get everyone excited. We have small heath and the baggies.
With the current novelty exception of Leicester, I've always felt there's an overall apathy towards midlands football which is a shame considering how crucial the region was in the early days of the game.