Executive summary
A median of 47 seconds of cumulative attention is needed for purchase intent, the only one of five brand metrics (recall, awareness, consideration, favourability, purchase intent) with a threshold published.
Key findings
- 47 seconds Attention needed for purchase intent
Median cumulative attention. - 8x Attention versus exposure
Buckley says cumulative attention predicted brand lift about eight times better than raw exposure counts; not on Lumen's page. - 30% Sequence matters
Buckley says streaming TV followed by online ads produced 30% more brand lift than the reverse. - ~25% Attention is not enough
Buckley says about a quarter of the highest-attention campaigns showed no purchase intent lift.
Methodology
Cross-media campaign study by Lumen Research with Amazon Ads and Cint; respondent-level brand lift survey data was used, per Lumen's CEO. The method for measuring attention and the markets are not disclosed.
Lumen’s page states the 47-second finding, and Meta’s Peter Buckley posted a summary with further claims on LinkedIn on October 13, 2026. PPC Land reported it.
How to read it
The white paper is gated and available only through Amazon representatives, and all campaigns appear to have used Amazon as a media partner. The markets, campaign dates, media mix and measurement method are undisclosed, and the “eight times better” and “30% more brand lift” claims come from Buckley’s summary, not Lumen’s page.