A lot of depends from the project. Now gaming NFT projects attract a lot of attention and their airdrops are very popular. Just see the results of this airdrop
https://twitter.com/spacegrime/status/1396545308809601025 and you can see how popular gaming airdrops and how many users they have.
The ability to earn money on NFT makes them so popular, which is why NFT airdrops are so popular, especially in game projects where NFT can be exchanged for real money.
The popularity of cryptocurrencies is due to the various opportunities for earning money on cryptocurrencies. One of these ways to earn money is airdrops and NFT.