Member Research: Media Reactions

Posted on: Thursday 08 October 2020 | Kantar

The first global equity evaluation study of media channels and brands among consumers and marketers brought to you by Kantar: an evaluation of the current media landscape and how to navigate it

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Kantar has been talking to consumers and marketers for many years about their media experiences and perceptions. This year, Kantar has combined its AdReaction and Getting Media Right studies to fully explore people’s perceptions and attitudes towards different channels and media contexts.  

Media Reactions 2020 captures the reactions of over 4,000 consumers and 700 senior marketing professionals around the world. The study provides an overall ‘ad equity’ metric that measures audience attitudes to ads in different environments, along with detailed diagnoses to help advertisers understand the impact different platforms may have on their ads and their brands. It reveals a ranking of top performing media brands and channels globally and in key markets around the world, answering questions like:

  • Which media channels and platforms do consumers prefer, and why? 

  • Are we investing in trusted media environments? 

  • What halo effects can we expect from different environments? 

  • How do personality traits vary across different media brands?

For the full study and more information visit

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