Kantar and TikTok: TopView ads deliver up to 3.3x the recall lift of in-feed alone
Between February 20 and March 2, 2026, Kantar surveyed 21,000 consumers across Australia, Brazil, France, Germany, Saudi Arabia, the UK and the US on their response to TikTok's premium advertising formats. Eighty-nine percent said they reacted positively the first time they saw one. In-feed campaigns alone lift ad recall by 35%. Layering TikTok's TopView format on top of an existing in-feed campaign pushes that recall lift as high as 3.3 times the baseline. Kantar tested the response using three of its brand intelligence frameworks, Intuitive Association, LIFT and Meaningful Different Salient, across categories including skincare, entertainment and durable goods.
Campaigns planned around a single in-feed placement leave recall gains on the table if TopView never enters the media plan. Budgets built for 2027 that treat short-form video purely as a CPM or view-through line item miss the pricing power and loyalty effects Kantar links to premium formats. Combining efficient in-feed scale with premium placements is the media architecture Kantar recommends for durable brand growth.