Consumers are still most receptive to ads on traditional platforms

By our News Team | 2022

Kantar study finds that sponsored events, magazines and cinemas are where consumers are most appreciative of advertising.

For the third consecutive year, traditional advertising platforms dominate the ranking of formats that consumers favour the most. This is among the insights from Media Reactions 2022, the third edition of Kantar’s global Ad Equity ranking of media channels and media brands.


‘Ad Equity’ can also be described as ‘ad receptivity’ and is a measure of how receptive to advertising consumers are within the given space. According to Kantar, the metric uniquely identifies the places where consumers most appreciate advertising and are least likely to view ads negatively.

Advertising Strategy

Image by Javier Rodriguez from Pixabay

Across all media channels, consumers are most positive about advertising in sponsored events (#1), in magazines (#2) and in cinemas (#3). 

However, the study notes that Ad Equity for almost all online channels increased this year and that, “despite consumers’ preferences for offline platforms, marketers continue to favour online platforms”.

For example, more advertisers say they will increase spend on online video in their advertising budget allocations in 2023, as TikTok continues to be regarded as the most innovative media brand. In addition, more than 60% of global advertisers plan to increase their spend in the Metaverse in 2023.

Amazon is top digital media brand for Ad Equity 

Among the nine digital media brands measured for the study, Amazon leads the overall Ad Equity ranking among consumers. TikTok is second and Spotify third.

“People find ads on Amazon relevant, useful and of better quality, making it the most popular [digital] ad platform among consumers this year,” the researchers said. “Amazon advertising is also the most preferred brand locally in four markets: Germany, Italy, Egypt and Colombia; and in the top five in four other markets.”

According to the report, TikTok “continues to be perceived as innovative and more fun and entertaining than other digital media brands”. They continue: “Spotify jumped four places to reach #3, representing the constantly growing music-streaming channels and podcasts. Spotify’s strength mainly comes from the perception of quality ads and consumers’ willingness to accept the advertising in the platform”.

Top-ranking online media channels for Ad Equity

Within the digital environment, influencer content leads the way as the preferred ad format, with a six-point jump in Ad Equity, followed by e-commerce and podcast ads. 

“Social media story ads and music-streaming ads both improved one position in comparison to last year’s results,” Kantar says. Podcast adverts were the preferred advertising format in the previous study, but in the latest study this format has dropped two places.

Commenting on the findings, Jane Ostler, EVP for Creative and Media Solutions at Kantar, added: “The media environment continues to evolve rapidly and, in inflationary times, marketers need to make careful choices. Marketers continue to be lured by the siren call of the new and shiny, such as embracing ‘attention’ as a new metric and the Metaverse as a new channel – but it is imperative to maintain a holistic understanding of ad platforms and what consumers think of them.”

You can download the full report here.