The 'Forecast 2021 | Kantar Media Trends and Forecast Report' points out that the impact of the pandemic has triggered a decade's worth of media innovation. Among the top ten media trends Kantar lists for brand owners, we emphasize that 'the media environment for creative placement is becoming the protagonist.' The background is that the media environment has never been changing as rapidly as it is now, and advertisers' confidence in choosing the right media mix has been declining (from 56% in 2019 to 49% in 2020). In 2021, if brand owners and agencies want to further optimize media placement efficiency, they need to invest more effort in understanding various media channels. In China's unique media environment, effective attention is becoming an increasingly important media consideration. It is defined not by consumers 'seeing' but by consumers 'actively noticing.' To help brand owners better understand the 'share of eyeballs' of each medium, Kantar conducted a comprehensive study on consumers' media contact habits and attitudes, completing the '2021 China Urban Residents' Advertising Attention Study.' This study was conducted in four first-tier cities and ten second-tier cities (Note 1), with respondents evenly split between men and women, aged 18 to 55, all having lived in the surveyed cities for at least one year. The survey covered seven types of media advertising: TV advertising, internet advertising, elevator advertising, traditional advertising, transportation advertising, traditional outdoor advertising, and cinema advertising. (Note 2) The daily reach of advertising refers to the proportion of the audience who come into contact with that media's ads in a day. By this metric, internet ads (95%), elevator ads (79%), and TV ads (51%) rank in the top three. Different types of ads cover different age groups. Internet ads have the highest reach across all age groups, while elevator ads have a higher reach (81%) among the 26-45 age group compared to the other two age groups, and TV ads have the highest reach (59%) among the 46-55 age group. Correspondingly, these three media types are also the ones Chinese consumers spend the most time with. The study shows that Chinese consumers spend an average of 25 minutes per day exposed to ads, and these three media types together account for nearly 80% of the 'share of eyeballs.' The study found that when media is in an enclosed environment, consumer attention to ads is far higher than in other environments, and attention to ads is also highest at that time. Cinema ads (64%) and elevator ads (45%) lead other media by a wide margin due to the 'inherent advantage' of enclosed environments. For many people, the mobile phone has almost become an organ of the body and a factor that interferes with the influence of other media. Therefore, the less interference from mobile phones, the higher the attention paid to the media's ads. For example, mobile phone interference with transportation ads is as high as 79-87%, while 'elevator poster ads' and 'elevator TV/smart screen ads' are media with low interference. Cinema ads have the lowest interference, with only 21% of consumers using their phones for other things while watching. The study further shows that ads from elevator media, social media, and short video platforms are more likely to make consumers remember brand names, with elevator ads taking the top spot with an average of 3.29 ad memories per person. Future Implications:

  1. Consumers' mental capacity is limited; we need to pay attention to the reach of each media channel, but also consider their attention to ads on different media;
  2. Be consumer-centric; based on target consumers' attention to ads on each media channel, decide media investment direction and budget allocation;
  3. The ultimate goal of advertising attention is to guide consumers to the brand or product, avoiding deviation from the core purpose of marketing activities;
  4. Considering the different characteristics of different advertising media, brand owners can conduct ad creative tests in advance to understand the effectiveness of the same ad on different media, and update and optimize in a timely manner to protect investment. Tips will be paid 400-2000 yuan once adopted.