For a marketer, the first objective of any advertising is to get consumers to pay attention to your ad. But what drives attention?

Finecast partnered with Amplified Intelligence to conduct research to understand levels of attention within TV viewing in the UK. The analysis assessed levels of attention (active, passive and non-attention) by addressable audience variables such as age, gender and affluence.

The research uncovered new insights about attention -- and are a must hear for today’s marketers & planners. View More

At its most basic, attention can be defined as concentrated awareness towards a stimuli. Attention to advertising is when someone stops being distracted by their immediate environment (like texts, notifications, alerts, friends) and looks at an ad, even if for a moment.

Finecast sought to create a baseline of attention for UK TV advertising. The research used a selection of programming with ads from 18 brands including auto, banking & insurance, fashion & retail, FMCG, food & beverage, gambling, technology and travel. Using technology that tracks eyes while viewing media, the study collected attention data from participants watching both OTT and linear TV.

To understand the effect of attention on brand choice, the study also utilised short-term advertising strength (STAS) measurement to demonstrate the uplift in choice among those who were exposed to the brand's ad. View Less