Brands with high Share of Attention™ drive double the media ROI. That is the central finding of a landmark study conducted by Winnin in partnership with Uncover — the first time in Brazil that cultural attention data has been crossed with Marketing Mix Modeling at scale.
Cultural relevance is not a vanity metric. It shows up in financial results.
Share of Attention™: the cultural intelligence metric that measures what people do, not what they say
Share of Attention™ is Winnin's proprietary metric that estimates where people's attention actually is — using video behavior data (views, engagement, and content volume) weighted by platform, category, and market. Instead of measuring what people say, it measures what they do.
It is with this metric that Winnin partnered with Uncover, a Marketing Mix Modeling company, to answer the question every CMO wants answered: does cultural relevance convert into business results? By how much?
To find out, the two companies crossed 24 months of data across six categories — CPG, Retail, Banking, Telco, Auto, and Education — segmenting brands into two groups: Share of Attention™ above and below 10%.
The study was conducted with real data from brands in Brazil, making it the first rigorous mapping of this relationship in the Brazilian market — and a starting point for what promises to be a much broader investigation.
Methodological note: n=15 marketing-mix models (SOA ≤10%: n=8; SOA >10%: n=7). Median ROI. Average SOA. Moderate positive correlation between SOA and ROI (r = 0.55). The relationships observed indicate trend, not isolated causality. Joint factors such as mix, brand, and category may also influence the variables analyzed.
Cultural Relevance and Media ROI: Brands with High Share of Attention™ See Double the Return
High cultural relevance means more efficient media
Brands with Share of Attention™ above 10% observe 2× higher media ROI than brands with low SOA. When a brand is more present in consumer attention, media becomes more efficient and effective at driving sales — meaning every dollar invested in media goes further.
Share of Attention™ also functions as a leading indicator of brand health: it signals the strength of demand and consideration before it shows up in financial metrics.
Cultural intelligence requires strategic investment in brand building
If the first finding shows what happens when a brand leads in cultural attention, the second reveals how those brands get there. Attention-leading brands dedicate nearly double the digital budget to Awareness and Consideration:
A difference of +16 percentage points that sustains consistent presence at the top and middle of the funnel — and increases the chances of capturing earned, owned, and paid attention with consistency.
Methodological note: n=15 marketing-mix models (SOA ≤10%: n=8; SOA >10%: n=7). Median digital investment share by top/mid funnel stage. Average SOA. Weak positive correlation between top/mid funnel investment and SOA (r = 0.29).
The Virtuous Cycle Between Share of Attention™ and Media Efficiency
The two findings are not independent — they feed each other. Brands that invest in brand building capture more cultural attention. More cultural relevance makes paid media more efficient. More efficient media frees up budget to reinvest in attention. And the cycle begins again:
Top/mid funnel investment → Share of Attention™ grows → media efficiency increases → budget reinvested in attention
Brands that break this cycle gain short-term efficiency and lose long-term cultural relevance. Brands that sustain it compound results quarter after quarter.
Why Marketing Leaders Should Track Share of Attention™ as a Financial Health Indicator
Tracking your brand's Share of Attention™ is not monitoring a content metric. It is monitoring a leading indicator of financial health — especially relevant for anyone who needs to justify cultural intelligence investment inside an organization that only speaks in conversion terms.
For the first time in Brazil, it was possible to cross cultural relevance and business impact with methodological rigor. Winnin measures where attention is. Uncover measures how much it is worth. Together, they deliver the complete picture.
This study is only the first mapping of that territory.
Study conducted in partnership between Winnin and Uncover. April 2026.
About the Author
Raquel Carletto
Raquel Carletto