Marketers lack confidence in media mix, Kantar says

2026-10-21

Marketers are less confident in their media mix, with only 57% believing they have the right balance, down from 64% last year, according to Kantar's 2026 Media Reactions report. Most advertisers struggle to balance brand building and performance marketing, but are investing in AI and smaller creators. Kantar's Jeff Greenspoon highlights the challenge of cross-channel measurement and the need for better integration of data from media partners.

AAF SmartBrief

Designed specifically for advertisers, agencies and media companies, AAF SmartBrief is a free, daily email newsletter. By providing the latest need-to-know industry news and information AAF SmartBrief saves you time and keeps you smart.

SUBSCRIBE