Understanding the effectiveness of TV advertising attention versus other mediums, and how attention differs by type of program, can help advertisers optimise campaign effectiveness; research by Seven Network shows how.

Why it matters

While attention research shows TV advertising is a premium strategy and that a strong relationship exists between programming attention and advertising attention, there is a need for other forms of measurement to help fill the gaps attention measurement cannot accommodate.

Takeaways

• Brands with lower spend can look to programs that deliver higher active attention and lower reach to increase their advertising attention.
• Attention research suggests not...