Best Measures of Attention To Creative Tactics in TV Advertising: When Do Attention-Getting Devices Capture or Reduce Attention?

摘要

Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention. Measuring attention to advertising is a complex task because there are different types of attention, tapped by different measures, that likely are more or less sensitive to varied attention-getting creative devices. This study examines how scalable biometric measures-eye tracking, skin conductance, and heart rate-respond to 10 creative devices executed across more than 100 television advertisements with known in-market sales-effectiveness results. The study documents the relationship of different attention measures with level of attention and type of creative device.