Transforming Advertising in 2025: Insights from Kantar
Kantar, a global leader in marketing data and analytics, has unveiled its latest findings on consumer attitudes towards advertising in 2025. The recent Media Reactions report reveals significant trends shaping the media landscape as consumer ad preferences evolve. The report gathered insights from over 21,000 consumers and nearly 1,000 marketers, providing an expansive view of the advertising environment.
Top U.S. Media Brands for Advertising
Among the leading media brands favored by consumers for advertising, The New York Times, Amazon, Apple TV, and Netflix have emerged as frontrunners. These findings underscore the impact that streaming platforms have on advertising receptivity, showcasing their effectiveness in creating engaging ad environments.
Insights from Kantar's Research
The report highlights that consumer receptivity to advertising has grown, jumping from 47% in 2024 to 58% in 2025. Despite this positive trend, less than a third of marketers feel confident that they are producing content tailored specifically for diverse advertising channels.
Marketer and Consumer Preferences Diverge
Kantar's study also exposes a gap between consumer desires and marketer spending plans for 2026. While consumers express a strong preference for out-of-home advertising, sponsorships, and traditional online publications, marketers intend to shift budgets toward podcasts and targeted digital channels. Understanding these discrepancies is vital for brands aiming to align with consumer sentiments.
Demographics and Advertising Receptivity
Diverse consumer demographics reveal differing perceptions of advertising channels. Notably, Hispanic consumers show a high receptivity for online video and social media ads, with over half open to these formats. In contrast, they display less enthusiasm for influencer content, showcasing a clear preference for direct and engaging digital formats.
The Influence of AI on Advertising Strategies
Moreover, the role of artificial intelligence (AI) in advertising has been a focal point in Kantar's analysis. The study identifies that over 70% of marketers are adopting generative AI to enhance creativity in advertising, yet consumer trust remains a significant barrier. Approximately 40% of marketers place leveraging generative AI among their top three strategic priorities this year.
Consumer Trust and AI-Generated Ads
While half of consumers enjoy visuals generated by AI in advertisements, a majority harbors skepticism about their authenticity. More than 60% express concerns regarding the potential for misleading advertisements, indicating a substantial trust gap that marketers need to address. It is crucial for brands to be aware of consumer apprehensions as they explore the capabilities of AI-driven advertising.
Engaging Audiences Through Innovative Strategies
The advantages of personalized content delivered by AI-powered platforms have transformed consumer engagement. More than 70% of marketers recognize the value of AI in predicting creative success, leading to campaign outcomes that benefit from continuous testing and refinement.
Kantar’s Chief Media Solutions Officer, Rachelle Minnis, emphasizes that leveraging AI is not merely a trend; it's essential for building deeper connections with audiences. Marketers must adapt to the changing landscape shaped by technology, enhancing trust and transparency while remaining innovative.
The potential for impactful advertising is amplified when campaigns resonate with receptive audiences. To thrive in the constantly evolving marketplace, brands must stay attuned to the channels and platforms that align with consumer interests.
About Kantar
Kantar stands at the forefront of marketing data and analytics, serving as a crucial partner for premier companies globally. By merging essential behavioral insights with advanced analytics, Kantar empowers clients to understand past actions and craft future-forward marketing strategies.
Frequently Asked Questions
What is the main focus of Kantar's Media Reactions 2025 report?
The report focuses on consumer preferences and receptivity to advertising across various media platforms as well as insights from marketers.
Which media brands are the most favored by U.S. consumers?
The most favored media brands include The New York Times, Amazon, Apple TV, and Netflix.
How has consumer receptivity to advertising changed since 2024?
Consumer receptivity to advertising has increased from 47% in 2024 to 58% in 2025.
What role does AI play according to the Kantar study?
AI is increasingly embraced by over 70% of marketers for enhancing creativity in advertising, despite consumers' cautious attitudes toward AI-generated ads.
How do consumer preferences differ based on demographics?
Diverse demographics indicate varied receptivity, where Hispanic consumers show a higher openness to online and social media ads compared to their overall demographic peers.
