Magazines lead the way in inaugural 2026 Quality of Attention Index
A new 2026 Quality of Attention Index indicates that magazine media provides the highest level of advertising engagement for consumers in New Zealand. The study measures factors like focused attention and memory recall to help marketers evaluate media channel effectiveness.
Why it matters
It offers a framework for advertisers to move beyond simple reach metrics toward measuring meaningful consumer engagement.
The index is built from a survey of 1,037 New Zealanders representative of the population 18+, and asks active users of each media channel about five elements, with each measured through four statements on a five-point agreement scale. The index results are a cumulative score of their responses. The five elements are:
1. Focused attention – looks at concentration. 2. Low distraction – measures the absence of multitasking. 3. Active engagement – looks at mental involvement. 4. Receptive mindset – captures trust, enjoyment and openness. 5. Memory or residual effect – considers recall and lasting impact.
The Index also specifically measures the quality of attention advertising receives within each media channel. The Ad Attention Index is measured against five statements, including:
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