# The attention economy has moved. Has your budget?

- URL: https://www.askattest.com/webinars/the-attention-economy-has-moved-has-your-budget
- Published: 2026-09-16
- Updated: 2026-09-17
- Description: Most media plans are still built around reach: impressions, GRPs, subscriber counts. But Attest's 2026 US and UK media consumption research shows a widening gap between reach and real attention – and brands paying for the first while assuming they're…

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Most media plans are still built around reach: impressions, GRPs, subscriber counts. But Attest’s 2026 US and UK [media consumption research](https://www.askattest.com/our-research/2026-us-media-consumption-report) shows a widening gap between reach and real attention – and brands paying for the first while assuming they’re getting the second are undoubtedly wasting budget.

Join Attest for a fast-moving, evidence-led look at five findings that should change how you plan, buy and create for attention, followed by a **fireside chat with Acast** on why podcasts are a uniquely powerful medium for targeting the young and affluent – and why they’re built for today’s split-attention consumer.

**What you’ll learn**

- Why your TV budget might already be outdated, whether you’ve noticed or not
- The exact point at which extra ad frequency stops working and starts actively annoying your audience
- Why paying for “reach” on TV doesn’t mean you’re getting attention, and what that’s actually costing you
- How cutting corners with AI-generated creative could be quietly costing you Gen Z