# Attention Gap Audit

- URL: https://www.askattest.com/attention-gap-audit
- Published: 2026-08-20
- Updated: 2026-08-26
- Description: Only 13% of Britons give TV their full attention. Creator platforms already out-consume TV and streaming combined. Answer six questions and see the gap between your current media assumptions and how the UK actually watches, listens and reads in 2026. Only 13%…

---
- ![](https://emx2zzfzxax.exactdn.com/wp-content/themes/okd/static/img/pill-sparkle.svg)Take your Attention Audit Gap Audit

# You’re buying attention that no longer behaves the way you think.

## Only **13% of Americans give TV their full attention**. Creator platforms already out-consume TV and streaming combined. Answer six questions and see the gap between your current media assumptions and how the UK actually watches, listens and reads in 2026.

 Benchmark your assumptions

~90 seconds

 

  Where does the largest share of your video budget go today?   A Linear / live TV 

   B Subscription streaming (Netflix, etc.) 

   C Creator platforms (YouTube, TikTok, social) 

   D Split fairly evenly across all three 

 

  You weight video budget toward **TV & streaming**.

Creator platforms now pull **3h 8m**/day vs 2h 56m for TV + streaming combined.

  When you plan a TV or streaming buy, what attention do you assume you’re getting?   A Full attention — the set is on, they’re watching 

   B Mostly watching, some second-screening 

   C We assume divided attention and plan for it 

   D We don’t measure attention, only reach 

 

  You plan against **captured TV attention**.

Only **13%** give TV full attention; 69% are actively second-screening.

  How does your team treat long-form video (15 mins+) on social platforms?   A Not a fit — social is for short clips only 

   B We’re testing it cautiously 

   C It’s an active part of our plan 

   D We didn’t know long-form worked there 

 

  You treat social as a **short-clip** channel.

**59%** regularly watch YouTube videos over 15 minutes long.

  Which best describes your creative for the small screen?   A Built TV-first, resized for mobile 

   B Some mobile-native, mostly repurposed 

   C Mobile-first, designed to hook in seconds 

   D Same creative everywhere 

 

  Your creative is **TV-first**.

**50%** of long-form viewers watch on a smartphone — hook them in seconds, on a small screen.

  How do you think about ad-supported streaming audiences?   A Mainly a lower-income, budget audience 

   B Skews younger and cheaper 

   C A broad audience across every income band 

   D We haven’t looked at the tier split 

 

  You see ad tiers as a **budget audience**.

Netflix ad-tier use peaks among **£50–100k** earners; 41% of £100k+ use Disney+ with ads.

  How current is the audience data behind your media plan?   A Industry / panel averages 

   B Last year’s brand research 

   C We run our own fresh, first-party research 

   D Mostly experience and instinct 

 

  Your plan leans on **averages or instinct**.

The UK average isn’t your audience — **specific** audiences can be measured directly.

 

### See your Attention Gap score

Enter your work email to reveal your score and the full gap breakdown.

 

 

Attention Gap

 —/100

 

Your gap builds as you answer. A higher score means more distance between your plan and the 2026 data.

 

 

Your Attention Gap Score

0

Aligned

You’re planning close to how the UK actually consumes media in 2026. The edge now is proving it for your specific audience, not the national average.

Exposed

Real blind spots are opening up between your plan and 2026 behavior. Each one below is spend working harder than it needs to — or attention you’re paying for but not capturing.

At risk

Your plan rests on assumptions the 2026 data has already overturned. Budget is likely flowing to attention that has moved — the gaps below show exactly where.

 

 

### Where your plan diverges from the 2026 data

You’re already close to the data.

Keep validating with fresh, first-party research to stay there.

 

 On track 

 

 

 

Benchmarked against Attest’s 2026 UK Media Consumption study — 1,000 nationally representative UK adults (18–64), fielded June 2026, backed by 5 years of quarterly tracking.

 

Close your gap

The US average isn’t your audience. Find out where *your* customers’ attention actually lives.

Book a 30-minute session with our insights team. We’ll walk your category’s numbers — FMCG, media, retail or financial services — and show how brands like Netflix, Unilever and ASOS measure attention directly instead of inheriting it. Your benchmark score comes to the call.