Observed Signal · Oct 12, 2026 · Research Study · Source: The Drum · Impact: 4/5 · Sentiment: Positive
Attention Data Challenges 'Reach of One' Media Planning Rule
Mark Ritson examines a new study by Lumen and Amazon Ads that analyzed 270 campaigns with brand lift studies and nearly 200,000 survey respondents. The study found that frequency explained almost none of the movement in brand metrics, while cumulative attention (total seconds viewed) explained eight times as much. Campaigns with identical reach could deliver wildly different attention levels: one delivered nine seconds of attention per person, another 71. A Prime Video ad on TV was viewed 92% of the time for nearly 18 seconds, while the same ad on the open internet was viewed only 42% of the time for about 3.5 seconds. The study suggests setting attention targets (about 20 seconds for awareness, 50 for purchase intent) and scheduling TV spots before digital ads for greater lift. The findings challenge the industry's default 'reach of one' planning and highlight the importance of media context.
The Lumen/Amazon Ads study provides robust evidence that attention-based metrics outperform frequency for brand lift, challenging a core planning principle. It has significant implications for media measurement, planning, and optimization across the industry.
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Key Takeaways & Evidence Grounding
- Lumen and Amazon Ads analyzed 270 campaigns from six countries with brand lift studies and nearly 200,000 respondents.
- Frequency explained almost none of the movement in brand metrics; cumulative attention explained eight times as much.
- A Prime Video ad on TV was viewed 92% of the time for nearly 18 seconds, versus 42% for about 3.5 seconds on the open internet.
- The median campaign needed about 21 seconds of attention to shift awareness and 47 to shift purchase intent.
- Running TV spots before digital ads produced 30% more brand lift than the reverse order.
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