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Vendor reportKantar, 8 Sep 2026

There is a big gap between marketers and consumers on ad channel preference, especially for print and online video

Channel validation

Reader Note:
Kantar names print as the largest gap of all: consumers are welcoming of ads there while marketers are much more sceptical about placing them, and that holds across all the countries covered. Online video runs the other way — marketers favour it, consumers are far less favourable, particularly in Italy, China and Belgium. No percentages are published for these gaps in this article; it is a promotional piece ahead of the full Media Reactions 2026 report.
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.
  • 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.
Channel validationTrend

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

Vendor report

GWI, 2026

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

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