Vendor reportKantar, 8 Sep 2026

Average consumer receptivity to ads across media channels reached 57% globally in 2025, up from 24% in 2020

Channel validation

57%

is the global average consumer receptivity to ads across media channels in 2025, up from 24% in 2020

Reader Note:: The 57% is an average of channel-level receptivity across markets rather than a headcount of people, which is why Kantar writes in the same article that "that 57% hides a lot of disagreement" — the regional figures behind it run from 71% in Africa and the Middle East to 43% in Asia Pacific. Kantar's own wording for the measure is that consumers are "generally positive towards ads". This is a short promotional article ahead of the full Media Reactions 2026 report, so weighting, questionnaire design and fieldwork dates are not given either.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of 21,267 consumers in 30 markets and 974 senior marketers worldwide; selection method not disclosed in this article.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source never says how this number was measured.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source says how much it looked at, but not how any of it was chosen.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

Average consumer receptivity to ads across media channels reached 57% globally in 2025, up from 24% in 2020

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