Media Reactions 2020

Great advertising deserves great media environments. We’ve long known that the medium is part of the message, and that it shapes and flavours how advertising is consumed and perceived. People’s reactions to the context in which they see an ad can make or break a campaign.


Media Reactions is the first global equity evaluation of both media channels and media brands among consumers and marketers. It provides a holistic view of the current media landscape and how to navigate it. With an ad equity ranking and a detailed diagnosis of perceptions about different media environments, it provides essential guidance for campaign planning.


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Detailed global and country data files and reports are available to purchase.


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About our study

We’ve been talking to consumers and marketers for many years about their media experiences and perceptions. This year we’ve combined the studies to give a complete view of the current media landscape and how to navigate it.

Consumer survey

We conducted a 15-minute online survey amongst 16-65 year olds, 500 interviews in each of Australia, Brazil, China, France, Germany, UK and 1,000 in the US.

Marketer survey

733 senior marketers (Advertisers, Agencies and Media Companies) answered a 15-minute online survey.