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Indian Marketers Prioritise Reach Over Attention Quality: Publicis Media and MMA India Report
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Storyboard•09-10-2026, 17:30
Indian Marketers Prioritise Reach Over Attention Quality: Publicis Media and MMA India Report
- •A new report by Publicis Media India and MMA India reveals that 81% of Indian marketers prioritise reach over attention quality in media allocation.
- •While 69% currently exclude attention from media plans, 86% are willing to reallocate budgets if robust attention evidence proves stronger brand memory.
- •About 92% of marketers cite the lack of reliable and standardised attention measurement as a primary challenge, with 100% agreeing that an industry standard would speed up adoption.
- •Lumen's attention benchmarks show that 1,000 impressions deliver vastly different attentive seconds, ranging from 692 seconds for Instagram Reels to 7,771 seconds for linear TV.
- •Although 94% of marketers believe creative is vital for earning attention, only 14% systematically adapt creative across different formats and lengths.
Key Questions Answered
According to the Beyond Reach report by Publicis Media India and MMA India, 81% of Indian marketers rank reach or incremental reach among their top three media-allocation metrics, compared to only 17% who prioritize attention quality.
Around 92% of marketers cite the lack of reliable or standardized attention measurement as a top challenge, and 100% believe that an agreed industry standard would accelerate its adoption.
Lumen's India planning norms estimate that 1,000 impressions generate approximately 692 attentive seconds for Instagram Reels, 1,957 for YouTube skippable video, 3,579 for YouTube non-skippable video, 7,286 for CTV, and 7,771 for linear TV.
