Kantar (2026) — Media landscape differences by market

Summary:

This research piece from Kantar discusses how people in different countries feel about advertising, and how those views often do not match what marketers think.

It was published by Kantar, a research and insights company that sells media, brand, and survey services. The study is based on insights accumulated from a survey of 21,267 consumers in 30 markets and 974 senior marketers around the world where they were most receptive to ads and why.

The main findings are that consumer attitudes toward advertising have become more positive over time, rising from 24% global ad receptivity in 2020 to 57% in 2025.

But that global number hides large differences by market.

Africa and the Middle East were the most welcoming overall at 71%, while Asia Pacific was much lower at 43%, with big variation inside the region.

Another big result is that marketers and consumers often disagree about where ads work best.

• Consumers were more positive about print, while marketers were more doubtful about it.
• Marketers preferred online video more than consumers did.

The public piece is a short promo article, not the full report, so the methodology is only lightly described. We get headline sample sizes and market count, but not enough detail here on sampling, weighting, questionnaire design, fieldwork dates, or exactly which markets were included.