The value of attention

Audience measurement data report on ‘opportunities’ to see or hear advertising messages – these opportunities are defined in different ways depending on the medium.

Planning for Attention

This article is part of a series of articles from the WARC Guide to Planning for Attention. Read more.

Audience measurement data report on ‘opportunities’ to see or hear advertising messages. These opportunities are defined in different ways depending on the medium. For example, a television viewer is – technically speaking – somebody who has indicate in a room with a television receiving device switched on and tuned to a programme or commercial. A radio listener has listened for at least five minutes in a 15-minute period to a given station (not necessarily when a commercial was playing).

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