TikTok ranked #1 in ad equity among video platforms globally by Kantar

For the fourth consecutive year, TikTok has been ranked by audiences as the #1 platform for ad equity among global video platforms in Kantar's annual Media Reactions report, a global ad equity ranking of media channels and media brands. TikTok has also been named the most innovative global media brand by marketers and the top brand for delivering attention in ads, both by consumers and marketers alike.

What is the report?

Media Reactions is a global ad equity ranking of media channels and media brands produced by Kantar, a badged TikTok Measurement Partner. Ad equity measures attitudes that consumers have toward the ad experience on different media platforms. Higher ad equity drives more impactful campaign results for brands.  

This year's Media Reactions report gives insight from over 15,500 consumer and 850 senior marketer interviews covering nearly 330 brands in 23 markets.

TikTok ranks as #1 video platform in ad equity and top 5 in highest growing trust

TikTok has the magic to spark creativity, changing the way communities connect with each other. Audiences agree by ranking us #1 in ad equity among video platforms. The combination of an increase in trust and coming on top for innovation establishes ourselves as an industry leader for reaching audiences in exciting new ways.  

As the report's theme suggests (Braving the Battleground), the advertising landscape continues to face challenges related to trust. However, for the third year in a row, marketers' trust in TikTok has increased, placing us among the Top 5 media channels and brands. This gain highlights our actionable commitment to building and sustaining trust in our audiences and partnerships through our brand safety initiatives and campaigns.

TikTok tops the list for grabbing attention

Also in the report, TikTok was ranked #1 for capturing attention by consumers and marketers alike. By introducing users to new voices and perspectives in a fun and entertaining way, audiences are giving their full attention to content on our platform. TikTok is the perfect place for brands to connect with audiences across the globe, no matter how niche or unique it may be.

#1 brand in innovation

Attention, creativity, and trust thrive on TikTok because we ignite innovation. Marketers agree, placing us for the fourth year in a row as the #1 brand for innovative advertisement. Our innovation score is almost twice as high as all other brands. We thank our community for inspiring us daily with their curiosity and imagination.

We're proud to once again be recognized by our community and partners on a global scale. We encourage all brands to join us as we connect with audiences through inspiration, joy and creativity.