Receptivity over raw reach: Atomic 212° unveils new ad effectiveness metric

Atomic 212° has released new research urging marketers to shift focus from traditional attention metrics to a more nuanced understanding of ad receptivity—how open audiences are to engaging with advertising in the first place.

The report, Deeper Than Attention, was produced through Atomic 212°’s market research platform, Sonar, and surveyed 1,500 Australians aged 18 and over in May 2025. The findings reveal that while 37 per cent of Australians view advertising positively, receptivity varies sharply by age, gender, and platform.

Most notably, the study identifies that some platforms typically dismissed as “low attention” environments actually outperform on receptivity, offering untapped value for advertisers.

“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.” said Asier Carazo, Chief Strategy Officer at Atomic 212°. “This study adds a new, data-led dimension to media planning, complementing the latest attention research with an understanding of ad receptivity Australian audiences.”

The agency segmented Australian audiences into four distinct behavioural types based on how they avoid ads:

• Content controllers – skip ads using platform features
• Space evaders – physically avoid ads by leaving the room or turning away
• Focus shifters – stay present but shift attention elsewhere
• Ad-free subscribers – pay to avoid ads entirely

Rory Heffernan, Chief Executive Officer at Atomic 212°, said the report offers a more balanced measure of ad effectiveness. “The industry has been so focused on attention that we risk overlooking the gateway to it: being seen in the first place. We believe there’s another layer to consider: the interplay between attention and receptivity.”

Key findings include:

• Men were more positive about ads (41 per cent) than women (33 per cent).
• 18–24-year-olds were the most ad-friendly demographic, with 61 per cent saying they love or like ads.
• Baby Boomers were least receptive, with 44 per cent of those aged 65+ disliking or hating ads.
• Just under one-third (31 per cent) often avoid ads; 22 per cent said they sometimes do.

The report positions receptivity as a complementary planning metric to attention, rather than a replacement, providing a fuller picture of campaign potential across media environments.

Deeper Than Attention is part of Atomic 212°’s broader push for data-led, accountable media planning. The agency, with offices in Sydney, Melbourne, Brisbane, Adelaide and Darwin, continues to advocate for smarter use of audience insight in campaign strategy.

More about Atomic 212°

Top image: Asier Carazo & Rory Heffernan

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