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TikTok tops Kantar’s Ad Equity charts for second year

Kantar’s global Ad Equity ranking of media channels and media brands unveils TikTok as number one for ad equity for media brands, followed by Amazon and Instagram.

Kantar, a data, insights and consulting company has released Media Reactions 2021, the second edition of Kantar’s global Ad Equity ranking of media channels and media brands. Ad equity refers to the attitudes consumers have towards the advertising experience within specific platforms and ad formats.

Despite the prominence of digital platforms in daily life, consumers continue to be more positive about offline ad platforms such as cinema, sponsored events, magazine ads and point of sale (POS). The popularity of podcast adverts has risen. Positioned at #11 in the overall Ad Equity ranking, they have overtaken influencer content as the preferred digital ad medium. Podcast ads are perceived a


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