The 2026 Cost of Dull Media - Down Under

How much of your media spend is actually working?

This landmark study, in partnership with Omnicom Media, reveals the hidden cost of ads that are served but not seen and the $6 billion penalty it’s creating for Australian marketers.

Backed by real human attention data, this report uncovers:

• Why up to 86% of spend lands in low-attention environments
• How dull media can deliver 11x less brand impact per dollar
• The true relationship between attention, memory, and ROI
• What to do now to reduce waste and improve outcomes

If your ads aren’t earning attention, they aren’t delivering results.

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