TikTok has been named the #1 platform where marketers plan to increase their ad spend in 2027 and ranks #1 for fun and entertaining ads, according to 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 23,000 consumers across 33 markets, as well as more than 800 interviews with senior marketers worldwide.
TikTok is the #1 platform for increase in ad spend
For the fifth year in a row, TikTok has been named the #1 platform where marketers plan to increase ad spend. This reflects the growing role of online video, creator content, and social commerce in marketers' media mixes, areas where TikTok is already a natural home, with 84% of marketers currently placing advertising on the platform.
#1 platform for fun and entertaining ads
Consumers continue to tell us that TikTok is where advertising feels different. TikTok ranks as the #1 platform for fun and entertaining ads according to consumers globally. And 56% of consumers now use TikTok regularly, giving brands a large and engaged audience to connect with.
Top 5 most trusted ad platform
TikTok ranks among the top 5 most trusted ad platforms globally for marketers. According to Kantar, the top three reasons marketers trust a media brand are measurement credibility and transparency, brand safety, and consumer receptivity to ads—areas in which TikTok has continued to invest. The report also highlights that trusted media brands are preferred by marketers, with TikTok now the 4th-most-preferred ad platform.
Three shifts reshaping media: AI, creators, and commerce
Kantar has identified three forces reshaping the media landscape in 2026: AI, creators, and commerce. On AI, 73% of consumers now use AI assistants in their personal or work lives, and 33% already use them to research brands and products. Marketers are following suit, with a net 75% planning to increase spend on AI assistants in 2027, the fastest-growing budget line in the study.
Creators are also core to how brands go to market. 91% of marketers work with creators today, and the biggest planned budget increases are going to micro (+60% net) and nano (+53%) creators, reflecting a preference for community resonance over raw follower count.
Finally, commerce is becoming a new layer of the media landscape, with 32% of consumers already using social media to browse or shop for products and 20% saying creators are often their first source for discovering new ones.
Building what's next, together
We're proud to once again be recognized by our community and partners worldwide. As AI, creators, and commerce reshape the media landscape, we invite all brands to join us in connecting with audiences through inspiration, joy, and creativity.
Want to learn more? Read the full Kantar Media Reactions 2026 report here.
Source: Kantar Media Reactions 2026
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