Australia’s attention economy: How viewers are watching TV and BVOD

Seven Network embarked on an attention research study to understand the effectiveness of TV advertising attention versus other mediums, and how attention differs by type of program, to help clients optimise campaign effectiveness, says Ashley Spinks.

This article is part of a Spotlight series on the New Attention Economy in Australia. Read more

As a broadcaster, Seven relies on TV ratings and BVOD audience data to determine how many people are viewing our channels.

Across the industry, there was a lack of knowledge about how a viewer’s behaviour changes while watching TV and more specifically, how behaviour changes during an ad break, for example, how likely is it that a viewer will leave the room during an ad break to carry out other tasks. This was a question that was frequently raised by our...

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