What: McKinsey research reveals new 'attention equation' that transforms understanding of media monetisation, combining time spent with focus and intent metrics.

Why it is important: The research demonstrates how traditional metrics of time spent are insufficient for predicting consumer behavior and spending, requiring a more sophisticated approach to media strategy.

McKinsey's research introduces a groundbreaking 'attention equation' that combines commercial quotient with attention quotient to measure media value. The study reveals significant disparities in monetisation across 20 major mediums, with live sports generating $33 per hour compared to podcasts at $0.05 per hour. Traditional commercial factors explain only two-thirds of monetisation variance, with attention quality accounting for the remaining third. The equation identifies five primary consumption purposes, from "enjoying something loved" to "background ambience," with varying monetisation potential. Consumer segmentation based on attention reveals three high-value groups: "content lovers" (13%), "interactivity enthusiasts" (16%), and "community trendsetters" (10%). The research shows that focused attention correlates strongly with spending, as consumers in the top quartile of focus spend twice as much as those in the bottom quartile.

IADS Notes: The transformation in consumer attention patterns is reshaping retail media strategies. According to Euromonitor's November 2024 report , 67% of consumers seek ways to simplify their lives, while 42% prefer livestreaming for better product understanding, highlighting the importance of focused attention in retail engagement. Publicis Media's April 2024 analysis revealed how macroeconomic factors and technological advances are forcing retailers to adapt their strategies to evolving consumer behaviors and attention patterns. Forbes' February 2025 coverage showed how retail media networks are integrating traditional shopper marketing expertise with digital capabilities, with 70% of retail media spend being diverted from traditional advertising channels. Forbes' May 2025 report highlighted how AI solutions are addressing attention measurement challenges, as the industry faces a growth slowdown from 25.1% to 15.6%. The research's attention equation, combining commercial quotient with attention quotient, provides retailers with a new framework for measuring and monetising customer engagement, particularly valuable as traditional metrics of time spent become less relevant in predicting consumer behavior and spending patterns.

The ‘attention equation’: Winning the right battles for consumer attention