Best Measures of Attention To Creative Tactics in TV Advertising

ABSTRACT

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...