Campaigns are seven times more impactful among a receptive audience, so knowing where people are most receptive towards your ads is key to media planning. The 2024 Kantar Media Reactions study uncovers the top media channels and brands, and helps you navigate the media landscape.

Media and culture move together, conflated by technology, enabling new forms of creativity for brands and individuals. For marketers, it is essential to know which media channels and platforms are most relevant for your brand, because we know that ad campaigns are seven times more impactful among a receptive audience. The new habits and behaviours of younger generations across the world continue to alter the fundamentals of this landscape.

Understanding the media landscape allows you to know what touchpoints and what publisher partners to utilise for your different objectives to build predisposition towards your or your client’s brand. Similarly, it gives publisher brands an understanding of what they should be providing to their advertiser partners for their own brand growth.