In July 2021, Advertising Council Australia launched a seminal new report 'To ESOV and Beyond' that proved the broad business effects of ESOV, the important link to mental availability and the role attention metrics can play in overcoming the complexities of the modern media landscape. We invite the authors Karen Nelson-Field and Rob Brittain back to discuss the growth potential of overlaying ESOV with attention metrics with Advertising Council Australia CEO Tony Hale.