Preferred advertising.

For years, the market has been talking about “emotional advertising,” but consumers now seem to value something quite different — relevance and a sense of real life.

Today, audiences are responding less and less to idealized advertising worlds. The strongest resonance comes from communication that combines a positive tone with a realistic perspective. This type of advertising has become the most preferred among Ukrainians.

In second place is realistic, relatable advertising without excessive glossiness. People want to see situations that reflect their own experiences rather than another polished image of a “perfect life.”

It is also telling that social sensitivity now outperforms the classic escapism approach. Meanwhile, light and visually beautiful advertising built around idealized lifestyles receives the lowest level of preference.

For brands, this is an important signal: in 2026, attention is becoming harder to win with aesthetics alone. The brands that succeed are those that sound relevant, authentic, and connected to the real context of their audience’s lives.

Could this mean that the era of the “perfect advertising reality” is gradually coming to an end?

Data processed by Media Systems