Kantar’s Media Reactions is the first global equity evaluation study among consumers and marketers that focuses on numerous media channels and media brands. In 2020, Media Reactions combined two legacy studies of Kantar, namely ‘AdReaction’ and ‘Getting Media Right’. Combining the two studies has created an overall ad equity metric. This metric measure which media platforms consumers and marketers most appreciate.
During the study, 4 000 surveys were conducted with consumers across seven major media markets worldwide, and 700 interviews were conducted with global marketers.
Consumers’ perception on media platforms
In a world where technology seems to have taken over, consumers still prefer offline media channels. The largest contributor to this is: intrusiveness. As online formats have a high ad saturation and tracking, many people get annoyed when targeted with the same ads frequently. 71% of consumers condemn excessive frequency ads as this aggravates intrusion.
It may come as a big surprise to know that cinema advertising is the most preferred form of advertising for consumers, as it is fun, high quality, less intrusive and mostly infrequent. Print media also falls in the top 5 rankings of media platforms that consumers prefer as the medium is considered relevant and trustworthy, but most importantly, print is not at all intrusive.
Marketers’ perception on media platforms
In sharp contrast, marketers prefer online media channels such as online videos and streaming TV ads. This major difference results from marketers wanting to deliver eye-catching ads, but advertising via online media platforms means that consumers will have an interrupted viewer experience. Most people are not going online to view ads and so the advertising detracts from their task.
Marketers battle to free their knowledge about media from attitudes towards them. It is clear that marketers’ value online videos more than print despite the fact that consumers appreciate print ads more so than online ads, in all forms.
Media is not just a numbers game; it also determines how advertising is perceived by the market. The context of the ad environment affects consumers perception and their attitude towards media platforms. It is time for marketers to shift their advertising efforts into environments that are non-intrusive, trusted and accepted by consumers. Print media, aligns a consumer-centric focus which many advertisers consistently aim to achieve.