Vistar Media releases ‘State of Consumer Attention Report’

Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media, and part of T-Mobile Advertising Solutions, today released its State of Consumer Attention Report, which examines what today’s audiences notice, trust, and do in response to advertisements. The report, which is based on a survey that collected responses from over 2,500 U.S. consumers ages 16 and older, reveals that consumers are not paying less attention to advertising, they are just more selective. Audiences actively tune out intrusive, overly personalized, or AI-labeled ads, yet respond strongly to bold, purposeful, and relevant creative.

“With ad skepticism rising, audiences are quicker than ever to tune out messages that feel irrelevant," said Raj Lala, VP, US Sales and Development at Vistar Media. "Vistar Media’s State of Consumer Attention Report reveals the path forward: capturing attention thoughtfully and in a privacy-focused way with creative that resonates.”

Key findings include:

Intentional, Emotional Creative Drives Relevance

“Our report shows that memorability isn’t about shouting louder,” said Lucy Markowitz, SVP & GM, US Marketplace at Vistar Media. “It’s about creating something that makes people feel, whether that’s a moment of humor, surprise, or delight that stays with them long after they’ve seen the ad.”

• 53% say an ad sticks because it feels personally relevant; 69% cite humor, emotion, or entertainment, and 45% highlight creativity or unexpected elements.
• Memorability is driven by creative that is thoughtful and aligned with brand values; digital out-of-home (DOOH) amplifies creative work through relevance, humor, and human connection.

AI Reshapes Trust and Execution

“Consumers show some hesitation toward end-to-end AI-generated content,” said Markowitz. “For advertising, AI can still play a key role, especially if it works to inform and is grounded in genuine human understanding. When used to analyze audience interests and trends, for example, it can help improve the quality and impact of the creative output.”

• 43% report decreased trust in AI-labeled ads, with young audiences (16–28) most skeptical at 58%. 33% feel AI personalization is invasive, while 21% respond positively.
• Trust grows when creative reflects genuine human motivations — relevance, emotion, and cultural context — with AI used strategically to enhance smarter marketing decisions, not replace human creativity.

Authenticity and Cultural Resonance Matter Most

"Audiences crave authenticity, with about a third saying the message itself drives their trust,” added Markowitz. “Celebrities can support a story when it fits naturally, but for a story to connect meaningfully, the brand message needs to feel aligned with the person delivering it."

• Audiences respond to genuine insights, not just big names: 58% say authenticity matters more than celebrity, while only 4% prioritize fame.
• Creative resonates most when it reflects shared cultural moments, with humor (47%) and nostalgia (26%) leading performance.

Context and Timing Boost Recall and Action

"DOOH has a unique ability to engage audiences in highly contextual environments during valuable moments of dwell time," said Lala. "It allows marketers to bridge the gap between awareness and consideration early in the consumer journey and can guide them toward purchase decisions thoughtfully, rather than intrusively."

• 40% say creative quality is the top driver of recall; 28% cite unexpected placements; 24% note contextual cues. 30% are more likely to act when seeing DOOH ads pre-purchase, with post-purchase placements reinforcing the message.
• The combination of creative, context, and timing ensures DOOH drives both immediate attention and sustained engagement.

The full State of Consumer Attention Report details how brands can connect with today’s discerning audiences and maximize creative impact. To access the full findings of the report, please visit: 2026 State of Consumer Attention Report.

Vistar Media surveyed 2,500 U.S. consumers to uncover key trends across age, gender, and household income. Respondents were grouped into age brackets of 16–28, 29–43, 44–59, 60–79, and 80+, while income was analyzed in $50,000 ranges, from $0–$49,999 up to $250,000+. While the survey captured responses from across the U.S., the analysis specifically focused on the top five DMAs – New York, Los Angeles, Chicago, Philadelphia, and Dallas.