Kantar, the world's leading marketing data and analytics company, launched its sixth edition of Media Reactions 2025, a global study of the media landscape based on interviews with 21,000+ consumers and c. 1,000 senior marketers with regional and global comparisons to annually evaluate and rank ad platforms based on consumers' and marketers' preferences. Media Reactions is the essential guide to navigating today's media landscape. This year's findings help marketers make the right media choices heading into 2026 to supercharge their brand's impact.
According to the report, in the US, the top media brands where consumers are most receptive to advertising include The New York Times, Amazon, Apple TV, and Netflix, showing the rise of streaming platforms as a desired and effective ad environment. No single brand ranks top five for both consumers and marketers, with consumers favoring Amazon ecosystem (Amazon #1, Twitch #4, Prime Video #5).
Media Reactions also finds that while consumers are becoming more receptive to advertising, up to 58% versus 47% in 2024, marketers feel there is room for improvement. Less than one in three marketers are confident that their organization consistently produces channel-tailored advertising and content.
Nicole Jones, Chief Media Commercial Officer at Kantar explains: "We know that creative that is adapted to media context creates a much stronger overall campaign lift that drives significantly better short- and long-term results."
"Consumers want media brands that can be more innovative in their advertising formats and differentiate themselves. When creative is designed with the media channel in mind—from the vibe to the format to the audience—it doesn't just perform better, it opens the door to entirely new ways of engaging. Channels that create opportunities for marketers to better tailor creative to platform help unlock the full potential of emerging media environments and build campaigns that feel native, relevant, and unforgettable."
Campaigns are 7x more impactful among receptive audiences, emphasizing the need for aligned media choices.
As part of its study, Kantar asked marketers their investment plans for 2026 across ad channels, revealing discrepancies between what consumers want and where marketers are planning their campaigns. Over half of marketers plan to boost budgets for podcasts, video streaming, and other targeted digital channels—at odds with the consumer preference for OOH, sponsorships, and online publications.
However, certain demographics differ in their perception of advertising channels. Hispanic consumers stand out for their strong receptivity to Online Video and Social Media Stories—over half are open to ads on these platforms, far exceeding the general population. In contrast, they are considerably less responsive to Influencer Content and Music Streaming ads, signaling a clear preference for digital formats that feel engaging and direct.
The study also examined the role of AI in advertising perception and performance. It found that over 70% of marketers embrace generative AI for advertising creativity, while consumer trust lags. Additionally, 40% of marketers identify leveraging generative AI as one of their top three priorities for the year, reflecting the growing strategic significance of this technology within the industry.
When it comes to consumers, while about half report enjoying AI-generated visuals in ads, more than half continue to feel uneasy and distrustful of AI-generated ads. Notably, over 60% of consumers worry that generative AI could lead to fake or misleading advertisements, highlighting a substantial trust gap between marketers and the public.
Demographic data shows that Males, Gen Y, and Gen Z are much more receptive to generative AI in advertising than other groups. Hispanic consumers also demonstrate less concern than other US consumers over AI-generated advertising. Only about one-third report distrust of AI-driven ads, compared to over half of all US consumers, indicating more openness to innovation and new technologies in marketing.
More than 70% of marketers value AI predictions for assessing creatives that might otherwise go untested. Over 80% agree that early-stage creative research and consistent testing approaches lead to better campaign outcomes.
"AI is no longer just a buzzword—it's reshaping how audiences engage with media," states Rachelle Minnis, Chief Media Solutions Officer at Kantar, "Platforms leveraging AI to personalize content and streamline ad delivery are seeing stronger ad equity scores and deeper consumer trust. As marketers, we need to understand not just where our audiences are, but how technology is transforming their expectations and increasing the need for trust, transparency, and innovation."
With campaigns being 7x more impactful among receptive audiences, understanding which channels and platforms resonate most is no longer optional – it's a growth imperative.
Kantar Media Reactions helps marketers make smarter media decisions and shape the future of advertising. To access the reports and watch the on-demand webinar, click here.
Kantar's insights underscore the need for aligned strategies that bridge consumer preferences, marketer investments, and AI's potential to drive equitable, innovative campaigns.
Kantar is the world's leading marketing data and analytics business and an indispensable brand partner to the world's top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
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