TikTok continues to lead future media spend increase and innovation according to Kantar

TikTok remains the top innovative global media brand among marketers and has also been named the top platform on which marketers plan to increase their ad spend for 2026, per Kantar's annual Media Reactions report, a global ad equity ranking of media channels and media brands.

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. This year's report includes insights from over 21,000 consumers across 30 markets as well as nearly 1,000 senior marketer interviews worldwide.

TikTok is the #1 platform for increase in ad spend for 2026

This year's report highlights TikTok as the #1 platform where advertisers plan to increase spend in 2026, reflecting the growing demand for creator content, online video, and social commerce ads in marketers' media mixes.

Not only are budgets shifting toward these areas, but confidence in TikTok itself is strengthening as marketers' trust in the platform has risen by 46% compared to last year's report. Together, these trends signal that TikTok is not just where audiences are spending their time, but also where advertisers are increasingly choosing to invest for impact.

#1 platform in innovation

For the sixth year running, marketers have acknowledged TikTok's innovative approach to advertising, ranking it as the top media platform for innovation. TikTok's innovation score more than doubles the average score of all other platforms, cementing its position as the most innovative media brand by far.

This #1 ranking once again reflects TikTok's commitment to building ad solutions with innovation in mind. From TikTok Market Scope, which gives brands the audience insights to move customers across the funnel, to Smart+, TikTok's AI-powered solution that drives outcomes through automation, TikTok is helping advertisers unlock growth in today's evolving media environment.

#1 platform for attention

Also in the report, Kantar found that consumer acceptance of advertising is at an all-time high since the study began in 2020, with ad equity rising across platforms. In an increasingly competitive environment, it's more important than ever for brands to effectively capture consumer attention. TikTok ranks #1 among consumers for capturing attention, and marketers similarly see it as a top platform for breakthrough in today's fragmented media landscape.

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.

Source: Kantar Media Reactions 2025