LONDON: Ad spots on YouTube command 1.5 times more attention from viewers than their TV equivalents, according to a study conducted by General Motors Europe, Motorola, MindShare and the Online Testing Exchange

Using a mixture of eye-tracking and biometric technology, the jointly-sponsored research found advertising recall and attribution levels were 14% higher on the video-sharing website than on TV. 

It also found that watching a silent spot on YouTube strengthened attribution and recall measures where ads had also previously been broadcast on television.

Motorola's brand metrics were four times higher using YouTube and television than if it had just advertised on the latter, with GM's Vauxhall Corsa seeing the same measures improve by a factor of three.

Says Martin Sir, manager of European media strategies for GM Europe: "Immersive experiences like YouTube have changed and will further change the way entertainment and branded content is consumed and used."

Data sourced from; additional content by WARC staff