Super spenders exist across the attention segments, but they are, not surprisingly, concentrated at the top. Forty percent of top-decile spenders are content lovers, and top spenders also overindex in interactivity enthusiasts and community trendsetters. While “super consumption” does not necessarily suggest “super spending” (on both media and advertisements), super focused consumption has a much closer tie (Exhibit 8). Exhibit 8 fffiffifl- -fi     ffifl-flfl-  Top spenders on media vs top consumers of media in US (self-reported) Top-decile spenders on media in US, % share ‘Super consumption’ doesn’t equal ‘super spending,’ but ‘super attention’ helps bridge the gap. McKinsey & Company Web <205 >0>Atbni0oE ¹ % Media spending, % of total 0 40 20 60 80 100 20 40 60 80 100 Top-percentile spenders on media Top-percentile consumers of media a. Top 1% of spenders make up 13% of spending on media b. Top 10% of spenders make up 47% of spending on media c. Top 10% of consumers of media (by time spent) make up 22% of spending on media a b c Consumption doesn’t equal spending Top spenders on media make up a disproportionate share of total spending on media, but top consumers of media (by time spent) don’t make up as much Attention brings consumption closer to spending Only 36% of top-decile consumers of media (by time spent) are top-decile spenders on media; 50% of top-decile consumers that are also content lovers are top-decile spenders 36 50 64 50 Top-decile consumers Top-decile spenders All other deciles combined Top-decile “content lovers” ¹Share of relevant population, ordered by magnitude (eg, 10% represents top 10% of spenders on media [light blue] and consumers of media [dark blue]). Source: McKinsey Consumer Attention Survey, 3,000 US participants, 2024; McKinsey analysis 17 The ‘attention equation’: Winning the right battles for consumer attention