This study by Ebiquity and Lumen Research explores the link between attention metrics and advertising profitability. By analysing "attentive seconds per 1,000 impressions" (APM) and comparing them to long-term profit ROI data, they found a strong correlation between higher attention and increased profit across media channels. Cinema, with the highest attention scores, delivered the greatest profit, while online display ads, with the lowest attention, produced the least profit.

The research reveals that media markets partially account for attention levels in pricing, yet some channels offer more cost-effective attention than others, impacting profitability. TV and cinema, while costly per impression, deliver high returns due to their significant attention levels. In contrast, online display and social media are priced lower, reflecting their relatively low attention.

This data suggests that attention metrics can serve as a leading indicator of advertising profitability, providing valuable, granular insights that complement traditional econometric modelling, enabling brands to optimise media strategies more effectively.