In 2023, Kantar surveyed roughly 16,000 consumers across 23 markets for its Media Reactions Ad Equity ranking — a measure of which advertising channels people actually appreciate, rather than merely tolerate. Cinema came in at #2 globally, behind only sponsored events, and ahead of out-of-home, point of sale and digital out-of-home. For a brand weighing where to spend a limited China budget, that ranking is worth pausing on. A channel audiences choose, not one they endure Mos