3:15pm - 3:45pm
In today’s fragmented media landscape, the battle isn’t just for eyeballs—it’s for attention within finite time. In this session, Tania Missad, EVP of Insights, Strategy and Analytics at Sony Pictures Entertainment, will present findings from her team’s latest research report, From Prime Time to My Time. Her presentation will be followed by a fireside conversation with Holly Leff-Pressman, Chief Client Officer at Screen Engine/ASI, that will explore the implications for the industry.
At the center of the work is a fundamental reframing of audience behavior—shifting from generational assumptions to a more predictive lens: life stage. The discussion will examine how media choices are shaped by where people are in their lives, and how social and premium content play distinct but complementary roles across those moments. The session will also touch on how content moves across platforms, introducing a dynamic in which premium storytelling fuels cultural conversation and social media amplifies and extends it.
Attendees will leave with a more actionable framework for understanding attention today—and how to connect with audiences in a converged media ecosystem.
