SUSTAINABLE BEHAVIOUR APPEARS IN JUST 4.3% OF ADVERTISEMENTS, EVEN THOUGH SUSTAINABILITY DOES NOT REDUCE CAMPAIGN EFFECTIVENESS

26. 7. 2026 | 10 min read Sustainability remains a relatively marginal topic in global advertising. The latest data shows that only 4.3% of the advertisements analysed contain some form of sustainable behaviour, and this proportion is gradually declining. At the same time, there is no evidence to support concerns that incorporating sustainability weakens the effectiveness of an advertising campaign. On the contrary, it can help brands stand out, strengthen emotional response and support their long-term value. These findings come from the latest update to Kantar’s Sustainable Behaviours Ad Tracker project.

BRANDZ RANKINGS: GOOGLE OVERTAKES APPLE, AI DRIVES BRAND VALUES TO RECORD LEVELS

14. 5. 2026 | 5 min read The value of the world’s biggest brands has risen significantly this year thanks to the rise of artificial intelligence. Google has become the new number one in the Kantar BrandZ Top 100 global ranking; technology firms have dominated the top spots, and Chinese brands are also gaining significant ground. AI services such as ChatGPT and Claude have also seen record growth.

WHAT GOOGLE’S LEGAL THREAT REALLY MEANS: STOP TREATING YOUTUBE LIKE IT’S TV

29. 1. 2026 | 7 min read The real reason Google doesn’t want YouTube measured like television.

NEW BRAND MEASUREMENT LINKS MARKETING AND FINANCIAL METRICS

9. 10. 2025 | 12 min read In the following interview, Mary Kyriakidi of Kantar explains a new approach to brand measurement that delivers daily, AI-assisted data and transforms marketing into a strategic decision-making asset.

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

1. 10. 2025 | 3 min read The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached. What’s happening

CONSUMERS PREFER TO WATCH ADS ON AMAZON, FINDS KANTAR STUDY

23. 9. 2025 | 3 min read Consumers are more receptive to ads on Amazon than those on other global media platforms, while X is the least trusted platform among marketers, according to a Kantar global study of the media landscape.

APPLE REMAINS THE MOST VALUABLE BRAND. WHAT DO THE NEW RANKINGS SHOW?

16. 5. 2025 | 4 min read Since 2006, the value of the Global Top 100 has increased by more than $9.3 trillion and currently stands at $10.7 trillion.

CREATIVITY INCREASES THE CHANCES OF INNOVATION TO SUCCEED

4. 4. 2025 | 6 min read Most innovations are currently failing, but creative communication can contribute to their success, writes Kristián Hloušek from Marketup.

KANTAR SAYS AD TIERS RESHAPING STREAMING MARKET

13. 2. 2025 | 2 min read Data and analytics company Kantar says there’s a growing consumer preference for ad-supported streaming.

STUDY UK: AD-SUPPORTED STREAMING SERVICES IN UK MORE POPULAR THAN EVER

30. 1. 2025 | 3 min read Substantially more people in the UK are choosing ad-supported streaming services, Kantar figures show, with the percentage increasing from 10% a year ago to 31% percent today.

STUDY UK: WHY BRANDS ARE FALLING SHORT WITH THEIR MEDIA STRATEGIES

15. 1. 2025 | 4 min read Leading brands are using an ineffective combination of media channels for their campaigns, a major new study has found, with many optimizing for reach instead of for brand metrics that will yield more impact.

NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT

8. 12. 2024 | 3 min read Human connection, dynamic visuals and the successful integration of brand and product are among the main drivers of creative impact in advertising, new research has found.

STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES

23. 11. 2024 | 3 min read Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar.

STUDY: SPORT IS THE BIGGEST DRAW TO VOD SERVICES

19. 11. 2024 | 2 min read Streaming services are growing mainly due to sporting event offerings, a Kantar study shows.

TRENDS FOR 2025 BY KANTAR: FROM “WOKE” BRANDS TO “TOTAL” VIDEO

6. 11. 2024 | 4 min read The top 10 trends that will influence marketing in the next year and beyond have been presented by Kantar. It addresses the limits of innovation, generative AI and the demands of retail media.

APPLE IS THE FIRST BRAND WORTH OVER A TRILLION DOLLARS

12. 6. 2024 | 3 min read The Kantar BrandZ ranking of the world's most valuable brands has been dominated for the third time by Apple, which has reached a historic milestone with a value of over a trillion dollars. It is followed by technology brands Google, Microsoft and Amazon.

STREAMING WARS ARE MOVING TOWARDS BUNDLING

21. 5. 2024 | 2 min read Streaming services are increasingly taking a bundling approach across different operators. In the United States, the streaming market is approaching saturation, notes Erika Luzsicza.

KANTAR: U.S. STREAMING MARKET NEARS SATURATION

17. 2. 2024 | 5 min read 95% of U.S. homes had at least one VOD service in Dec. 2023, according to Kantar.