Asier Carazo and Rory Heffernan. Credit: Atomic 212°
So-called "low attention" channels could hold untapped value, if audiences are open to seeing ads there in the first place, according to research from Atomic 212°.
A study from the media agency’s research arm, Sonar, surveyed 1,500 Australians and found that while only 37% of people feel positive about advertising overall, receptivity to ads varies sharply by age, behaviour and media channel.
Younger Australians were most open to advertising, with 61% of 18–24-year-olds saying they love or like ads.
Boomers were least receptive, with 44% of people aged over 65 saying they dislike or hate ads.
The study, titled Deeper Than Attention, identifies four types of ad-avoidant audiences: content controllers, space evaders, focus shifters, and ad-free subscribers.
Each interacts with media in different ways, not all of which align with traditional attention metrics.
Atomic 212° chief strategy officer Asier Carazo said the findings challenge the current industry obsession with attention.
“Before an ad can hold someone’s attention, it needs to get their attention and that’s not guaranteed,” Carazo said.
“We’re putting forward a new layer in media planning: factoring in receptivity alongside attention.”
Chief executive Rory Heffernan said attention without receptivity is a dead end.
“If someone isn’t open to seeing ads, it doesn’t matter how engaging the ad is,” he said.
“Receptivity helps marketers identify where attention is actually achievable, even in places that don’t traditionally perform well on attention metrics.”
The research suggests marketers may benefit from rethinking their channel mix, with some lower-attention formats proving more receptive to audiences who are still open to being sold to.
The survey was conducted in May 2025 across all states and territories.
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