The Media Leader Podcast Why aren't brands investing in high-attention media? With Peter Field, Heather Dansie and Mike Follett
At The Media Leader's Future of Media Manchester event last week, effectiveness expert Peter Field and Newsworks insights director Heather Dansie presented new research that shows investing in high-attention media channels — TV, cinema, radio, news brands and magazine brands — is more profitable than investing in low-attention ones.
And yet, over the past decade, adspend has flowed to social media and pure-play internet, and away from those channels.
What accounts for this? And what would happen if marketers heeded effectiveness research that repeatedly indicates a severe over-investment in ineffective, short-termist digital media inventory?
During the conference, Field and Dansie sat down with Lumen CEO and report co-author Mike Follett for a special live edition of the podcast with Jack Benjamin.
The trio of industry-leading researchers unpacked the findings and criticised media planners for failing to responsibly invest their clients' money in media placements with long-term benefits.
"My suggestion to media planners is: do your fucking job," said Follett. "Don't take the easy thing. Actually think: where am I going to get the best result for my clients?"
Highlights:
1:12: Topline takeaways from the research
5:38: Methodology and why smaller brands must embrace advertising beyond performance
12:25: Why has ad investment shifted away from high-attention media? CFOs driving the agenda and lazy media planners
19:05: Are all news brands equal?
24:25: Why aren't evidence-based arguments sinking in?
Related articles:
High-attention media is more profitable, finds Peter Field, Lumen and Newsworks
Digital adspend to grow by double digits in 2025 and 2026
One-third of indie publishers could shut down by next year as AI search hits traffic
Are advertisers ‘swimming in a sea of garbage’?
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Thanks to our production partners Trisonic for editing this episode.
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