Would you believe that consumers are becoming more positive to ads? This was one of the insights of Kantar’s recently launched Media Reactions study, comprising global research in 27 markets looking at attitudes towards advertising on media brands and platforms. But how do consumer preferences stack up across generations? Which generation reacts more positively to humor in ads? Which generation is more receptive to good music in ads? What are the preferred media brands for each generation? Which generation prefers Facebook versus Tik Tok? Which generation is the most positive towards Gen AI? The answers may surprise you!