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Media Reactions 2025: What CMOs Need to Get Ready for 2026 Media Planning

Media Reactions 2025: What CMOs Need to Get Ready for 2026 Media Planning

Media Reactions 2025: What CMOs Need to Get Ready for 2026 Media Planning

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4 Pages

Kantar’s Media Reactions 2025 shows how consumers and marketers view ads across 405 media brands and 30 markets to guide 2026 planning. Consumers are increasingly receptive to advertising, with 57% feeling positive and Amazon-owned platforms leading their preferred ad spaces. Marketers favor platforms they trust for brand safety—Netflix, YouTube, Disney+—but many plan bigger 2026 investments in TikTok despite it not being a top favorite; meanwhile trust in X has collapsed. Integration across channels is now essential, though marketers feel less confident even as consumer perceptions improve. GenAI sentiment is warming, though consumers fear fake ads while 70% of marketers already use it. Regional preferences vary widely, making platform and creative customization crucial. The report recommends choosing media partners based on objectives, testing new formats, and tailoring content and strategy per channel and culture to drive stronger 2026 campaign impact.

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