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Daily Read: Marketing

Advertisers’ Confidence in Media Mix Drops to 57%

Kantar’s 2026 Media Reactions report finds only 57% of advertisers feel their media mix is right, down from 64% a year earlier. 51% say they receive actionable intelligence to support marketing goals, while just half are confident about balancing brand building and performance marketing. The study surveyed 806 senior marketers and 23,452 consumers across 33 markets between May and September 2026. Despite uncertainty, firms are increasing bets on new channels, with plans to raise micro‑creator spend by 66% and nano‑creator spend by 61% in 2027. Generative AI is also a focus, as 75% of marketers intend to boost AI‑assistant investment next year, though only 23% of consumers trust AI recommendations. Cross‑channel measurement remains a hurdle, with disparate dashboards and partners making it hard to attribute outcomes. Kantar’s CEO Jeff Greenspoon notes the media ecosystem’s fragmentation and the need for portfolio‑level measurement to restore confidence. The report underscores that no single channel works alone; aligning goals and data across creators, AI, and retail media will be key to future media mix decisions.

· Marketing Dive

The essential points

  1. 0157% of advertisers feel their media mix is right, a drop from 64% last year
  2. 02Only half are confident balancing brand building with performance marketing
  3. 03Marketers plan to boost micro‑creator spend 66% and nano‑creator spend 61% in 2027
  4. 0475% intend to increase AI‑assistant investment next year, though only 23% trust AI recommendations
The full brief

Kantar’s 2026 Media Reactions report finds only 57% of advertisers feel their media mix is right, down from 64% a year earlier. 51% say they receive actionable intelligence to support marketing goals, while just half are confident about balancing brand building and performance marketing. The study surveyed 806 senior marketers and 23,452 consumers across 33 markets between May and September 2026.

Despite uncertainty, firms are increasing bets on new channels, with plans to raise micro‑creator spend by 66% and nano‑creator spend by 61% in 2027. Generative AI is also a focus, as 75% of marketers intend to boost AI‑assistant investment next year, though only 23% of consumers trust AI recommendations. Cross‑channel measurement remains a hurdle, with disparate dashboards and partners making it hard to attribute outcomes.

Kantar’s CEO Jeff Greenspoon notes the media ecosystem’s fragmentation and the need for portfolio‑level measurement to restore confidence. The report underscores that no single channel works alone; aligning goals and data across creators, AI, and retail media will be key to future media mix decisions.