Best measures of attention to creative tactics in TV advertising: When do attention-getting devices capture or reduce attention?
Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, and Duane Varan
Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention.
- Advertisers have multiple measures of attention at their disposal but lack evidence for which measure is most appropriate for specific conditions, including creative executions.
- Comparing attention measures demonstrates that the...