Marketing

Engineering

Television advertising

Systems engineering

Data mining

Computer science

Eye tracking

Business

Advertising

Psychology

Task (project management)

Artificial intelligence

Measure (data warehouse)

Journal of Advertising Research

<h3>ABSTRACT</h3> 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.

Best Measures of Attention To Creative Tactics in TV Advertising