The Evolving Landscape of Advertising: Insights from Kantar's Media Reactions 2025 Study

Kantar, a leading name in marketing data and analytics, has released the sixth edition of its Media Reactions study for 2025, based on insights from over 21,000 consumers and roughly 1,000 senior marketers worldwide. This comprehensive report details the changing landscape of consumer preferences in advertising, underpinned by the increasing influence of artificial intelligence (AI) on marketing strategies.

A Glimpse into Top Media Brands

The findings reveal significant trends in consumer receptivity towards advertising. Dominating the U.S. market are recognizable names such as The New York Times, Amazon, Apple TV, Netflix, and X (formerly Twitter), indicative of a shift towards streaming platforms as primary channels for effective advertising. Importantly, in the U.S., 58% of consumers reported an enhanced openness to advertising, a marked increase from the previous year’s 47%. However, a disconnect remains, as only one-third of marketers express confidence in delivering tailored content suited to different channels, highlighting a critical area for improvement in the marketing sphere.

Nicole Jones, Chief Media Commercial Officer at Kantar, articulated the importance of context in advertising creative, stating, “Creative that is adapted to media context creates a much stronger overall campaign lift that drives significantly better short- and long-term results.”

Understanding Marketer vs. Consumer Preferences

While consumers show a preference for media brands like The New York Times and Amazon, marketers' preferences differ slightly, with YouTube and Netflix topping their lists. Understanding these discrepancies is crucial, especially as marketers plan their advertising budgets for 2026. Notably, over half of marketers intend to allocate increased funds toward digital channels such as podcasts and video streaming, which conflicts with consumer preferences leaning towards out-of-home (OOH) advertising and online print publications.

Diverse demographic factors influence advertising channel perceptions, particularly among Hispanic consumers, who demonstrate strong receptivity to online video and social media stories. In contrast, they exhibit less enthusiasm for influencer content, illustrating the need for tailored approaches in advertising strategies.

The Role of AI in Shaping Advertising Perceptions

The study also delves into the role of AI in advertising, revealing that over 70% of marketers are leveraging generative AI to enhance their creative processes. Interestingly, consumer trust in AI-generated ads remains lukewarm, with more than half expressing concerns about authenticity and the potential for misleading advertisements. Demographic insights indicate that younger consumers, notably Millennials (Gen Y) and Gen Z, exhibit greater receptivity towards AI in marketing efforts.

Despite this hesitation among consumers, 70% of marketers leverage AI predictions for creative assessments that might otherwise go untested. There’s a general consensus among marketing professionals that consistent testing and early-stage creative research lead to superior outcomes in campaigns.

Rachelle Minnis, Chief Media Solutions Officer at Kantar, emphasized the transformative nature of AI in marketing: “Platforms leveraging AI to personalize content and streamline ad delivery are seeing stronger ad equity scores and deeper consumer trust.” These insights illuminate the necessity for marketers to understand how technology is reshaping audience expectations and the consequential demand for innovation and transparency in advertising.

Concluding Thoughts

As advertising becomes more impactful among receptive audiences, brands cannot afford to overlook the significance of understanding consumer preferences and the evolving media landscape. The 2025 Media Reactions study by Kantar serves as a vital resource for marketers seeking intelligent media choices that amplify brand impact as they navigate an increasingly complex environment.

To explore the insights from Kantar's 2025 Media Reactions study further, including access to reports and on-demand webinars, visit Kantar's campaign page.