Consumers are more open to advertising than ever, but Kantar Media Reactions 2025 study shows marketers and audiences remain divided on preferred platformsAdvertising has rarely had a more attentive audience. Yet while audiences are warming to commercial messages, marketers and consumers are not aligned on where those ads should appear. Top-ranking media brands by preference, globalThis disconnect highlights a broader tension between where audiences feel engaged and where budgets are placed. As Gonca Bubani, global director of media at Kantar, explained: “Brands need to fight for people’s attention, but marketers are not always reflecting consumers’ ad preferences. Consumers continue to favour point-of-sale, in-person sponsored events and cinema ads, while marketers prioritise digital out-of-home, online video and events.