Leading media agency Atomic 212º’s Sonar today released new data revealing how different audiences’ ad receptivity varies across age groups and why some “low attention” channels might just be the hidden winners.
Receptivity to advertising has always been central to campaign success, but the latest research from Atomic 212° sheds fresh light on how openness to advertising interacts with attention metrics and why this balance matters.
The Deeper Than Attention report, conducted via the agency’s market research and insights tool Sonar, reveals that while 37% of Australians feel positive about advertising, levels of receptivity vary greatly depending on the audience and channel. The study highlights that not everyone engages with advertising in the same way, providing marketers with a sharper, more actionable understanding of their audiences.
The study categorises audiences into four distinct types – content controllers, space evaders, focus shifters, and ad-free subscribers – which sit on a wide behavioural spectrum in regard to how receptive they are to advertising.
Most importantly, the report finds that some channels which traditionally underperform on attention metrics are among the strongest in ad receptivity for audiences, offering untapped opportunities for marketers willing to rethink media plans.
“While the marketing industry has increasingly focused on attention metrics, our research reveals a critical flaw in current practices,” said Atomic 212° Chief Strategy Officer, Asier Carazo.
“Before an ad can hold someone’s attention, it must first successfully get their attention, a step often undermined by non-ad-receptive behaviours such as ad avoidance. This study adds a new, data-led dimension to media planning, complementing the latest attention research with an understanding of ad receptivity Australian audiences. By re-levelling the playing field, we can identify channels where attention is more attainable, even if their raw attention or reach scores look lower.”
Atomic 212° Chief Executive Officer, Rory Heffernan, said the findings challenge the industry to take a broader view of effectiveness.
“The industry has been so focused on attention that we risk overlooking the gateway to it: being seen in the first place,” he said. “We believe there’s another layer to consider: the interplay between attention and receptivity. That’s why we launched this research, to explore where people are most open to advertising. When combined with attention metrics, receptivity provides a more holistic and accurate measure of effectiveness. At Atomic 212°, we’re confident this approach delivers the best possible outcome for brands.”
Key findings from the research include:
- Forty-one per cent of men surveyed were positive about advertising versus 33% of women. Overall, 31% said they often avoid ads; and 22% said they sometimes do.
- Younger Australians were most positive: 61% of 18–24-year-olds love or like advertising.
- Boomers were least receptive: 44% of people aged 65+ dislike or hate advertising.
- Four types of ad avoidance audiences:
- Content controllers – use the media environment’s features to skip ads.
- Space evaders – physically remove themselves from exposure.
- Focus shifters – remain present but turn attention elsewhere.
- Ad-free subscribers – pay for ad-free experiences.
Mr Heffernan said: “This report positions ‘low attention’ channels as possible strategic wins when receptivity is factored in, and clearly presents Atomic 212°’s approach as a data-driven complement to existing attention research,” Heffernan said.
