What are the rends in advertising consumption and perception in the United States? How consumers discover brands, which channels they consider most effective, how they react to advertising in streaming, audio, and social media, and the role topics like sustainability or artificial intelligence play in their purchasing decisions. Merca2.0 shares with you a detailed analysis of the data revealed by Statista’s latest dossier, Advertising consumption & perception in the U.S.

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Which advertising channels do consumers consider most effective?

According to Statista, social media dominates the perception of effectiveness. Among those who have recently used a channel, Instagram (67%) and TikTok (66%) top the list as “the best way to reach me.” YouTube reaches 63% and podcasts 62%, even surpassing traditional media such as linear television.

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What types of ads connect most with the audience?

The Statista study confirms that humor is the master key to advertising creativity: 50.8% of respondents said this tone is the one that attracts them the most. It is followed by motivational messages (48.9%) and educational messages (41.7%).

This indicates that while technology and targeting matter, creative content remains the determining factor for generating engagement and recall.

How do consumers in the United States discover brands?

Word of mouth (38.3%) remains the most important source of discovery, followed by television ads (37.9%) and search engines (34.2%).

The data suggests that for marketing and advertising, combining digital strategies with a presence in traditional media remains key to brand recognition.

What role do generations play in advertising effectiveness?

Gen Z is the most influenced by social media: 62% of its members say they have purchased a product after seeing an ad on these channels. In contrast, Gen X leans toward television (47%).

This forces marketers to segment campaigns not only by interests but also by age cohorts, adjusting both the message and the channel.

Is streaming advertising saturating users?

Statista’s dossier shows that 66% of users prefer to watch ads rather than pay an additional $4 to $5 for a streaming service. However, 61% state that excessive repetition of ads discourages purchases.

The data makes it clear that for brands, the challenge lies in optimizing frequency and varying creative to avoid ad fatigue.

How effective is advertising in podcasts and digital audio?

Host-read ads generate greater trust and effectiveness: around 67–68% of listeners consider them credible, and 1 in 5 says they have purchased a product after hearing this type of advertising.

This format offers an opportunity to connect with niche audiences and reinforce the perception of brand closeness.

Do brand social stances still matter?

In 2024, only 38% of consumers believe companies should take a stance on social or political issues, down from 48% in 2022. Nevertheless, 74% say a company’s social consciousness is important when making a purchase.

The most accepted topics are climate change, mental health, and diversity and inclusion (DEI). However, 21% have boycotted brands due to their political position.

How do consumers perceive ads created with artificial intelligence?

Opinion is divided: 31% of respondents said they like the idea of ads created with AI, 33% reject it, and 38% remain neutral. More concerning for marketers is that more than a third of consumers would be less likely to buy if they know a brand uses AI in its ads—a figure that rises to 43% among those over 55.

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