"Kantar's latest media data is a wake-up call for marketers: they are not their audience. As 2026 planning kicks in, it's time to burst the think bubble, spot the gaps, and seize opportunities to better connect with consumers. Consumers are not marketers. Again: consumers are not marketers. Why repeat? Because findings from annual global ad equity study suggest marketers need to be reminded not to conflate their own experiences with consumer truths."
"Media Reactions 2025 - the annual temperature check of around 21,000 consumers across 30 markets, 400 media brands, and 1,000 senior marketers - reveals gaps between what marketers invest in, versus what really resonates with consumers. It's an expensive trap worth avoiding, just as 2026 planning kicks into gear. Kantar's trusted data reveals that campaigns are seven times more impactful when they reach receptive audiences."
Kantar's Media Reactions 2025 surveyed around 21,000 consumers across 30 markets, 400 media brands, and 1,000 senior marketers. The data shows a clear disconnect between where marketers invest and what resonates with consumers. Consumers prefer Amazon-owned platforms, TikTok for attention-grabbing content, Snapchat for lighter ads, and Twitch for trust. Marketers prioritize established environments like Google and YouTube, creating divergent preference rankings. Point-of-sale and in-person events remain influential for shopping decisions, while marketers favor digital out-of-home and online video. Campaigns become seven times more impactful when they reach receptive audiences, underscoring the value of aligning media plans with consumer truths.
Read at The Drum
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