Maximizing Return on Attention: Unveiling Consumer Attitudes and Behaviors Across Media Platforms

Whenever a consumer watches or listens to ad-supported media, a bargain is struck: the consumer gives their attention to advertising messages and receives free content they like in return. But which media channels represent the best “return on attention” for consumers? Which platforms drive the most action, and which ones drive consumers to seek less “noisy” substitutes?

The Ad Bargain will present the results of a nationally representative survey of over 2,000 Americans 18+ and their attitudes about advertising across multiple media platforms, including Podcasting, CTV, Social Media, YouTube, and beyond. The data will look at which platforms are the most likely to lead to actions, like information seeking or even purchase, and which platforms have the most ad-skipping or switching behaviors.

The research will be presented by Sounds Profitable’s Tom Webster, the leading researcher in the digital audio industry with over 25 years of experience studying media consumption behaviors. Webster is the driver behind some of digital audio's most important studies, from his work with The Infinite Dial and Share of Ear at Edison to his current work, which includes The Podcast Landscape and The Medium Moves the Message.