What’s Driving Ad Trust and Attention Now

Ad receptivity is on the rise, with 57% of consumers now holding a positive view toward advertising. Yet marketers’ confidence in cross-channel integration has dropped from 89% in 2017 to 64% in 2025. As the media landscape evolves faster than ever, understanding where trust, attention, and innovation align is critical for effective 2026 planning.

Kantar’s “Media Reactions 2025” guide reveals what’s driving shifts in global ad equity—from the platforms consumers value most to how marketers can bridge growing perception gaps. Drawing insights from around 21,000 consumers across 30 markets and 1,000 senior marketers globally, this guide helps brands make smarter, evidence-based media decisions for the year ahead.

Key insights include:

• Most preferred ad spaces: Discover the top 5 advertising platforms preferred by consumers and marketers, and explore how their preferences differ.
• Trust shifts: Learn which brands are the most trusted for advertising by marketers and which ones have seen a decline over time.
• AI readiness: Understand the confidence level of marketers in using generative AI and more about the consumer trust toward it.

See where audiences—and opportunities—are headed next. Download the guide.