Media Reactions is Kantar’s annual study exploring the evolving media landscape, featuring rankings of top media brands and channels as well as insights on how to navigate today’s complex media environment.

Findings for the U.S. market are distinct from other geographic areas covered in the main report. Read below for key U.S. insights from the 2024 report that are vital for advertisers and publishers catering to U.S. consumers, and view our press release to learn more about what U.S. consumers are looking for. 

Consumers Prefer Offline Ads

U.S. marketers invested less in all formats of offline advertising in 2024 and intend to continue this trend in 2025. Yet, U.S. consumers remain most receptive to offline advertising, with cinema, out of home and in-store point of sale among the most well-received formats. It’s not just older consumers either. From Gen Z to Boomers, all audience generations have high equity for these offline formats.

Marketers Prefer Streaming (But Need to Get It Right)

When asked about their planned media allocations for 2025, over half of U.S. marketers indicated they intend to increase their investment in both TV and video streaming. Yet U.S. consumers are unreceptive to both formats, likely due to the fact that TV and video streaming ads often are not skippable. However, consumers are significantly more open to skippable formats, as both skippable pre-roll and vertical video ads are among the best-received formats.

Retail Media Networks

U.S. marketers intend to increase spend on Retail Marketing Networks (RMNs), retailer-owned advertising platforms that allow retailers to sell ad space that exists on their own digital channels to 3rd parties. Advertisers should consider the opportunities that are opened to them through these platforms such as point of sale advertising, which holds more equity with U.S. consumers than any other channel and, in addition, is among the most trusted.

Societal Impact Important to Consumers

Growing concerns about issues like climate change, social inequality and ethical sourcing have led U.S. consumers to seek out brands that reflect their values. However, simply showcasing images or messages that promote inclusivity and sustainability are no longer enough. Consumers now expect brands to clearly demonstrate how they are contributing positively to society.

Brand Safety Measures

U.S. consumers are less trusting of online ads and feel least positive about social media, streaming and online video content. In addition, they feel social media feeds and ecommerce sites are excessively targeting ads with personal data. As a result, marketers and publishers must work harder than ever to build trust and credibility with consumers by establishing strong brand safety practices.

Learn more

To learn more about the 2024 U.S. Media Reactions data and how to use it to best navigate the evolving media landscape, contact your Kantar representative or email Nicole.Jones@kantar.com today.