PT - JOURNAL ARTICLE AU - Steven Bellman AU - Magda Nenycz-Thiel AU - Rachel Kennedy AU - Nicole Hartnett AU - Duane Varan TI - Best Measures of Attention To Creative Tactics in TV Advertising AID - 10.2501/JAR-2019-002 DP - 2019 Jan 24 TA - Journal of Advertising Research PG - JAR-2019-002 4099 - http://www.journalofadvertisingresearch.com/content/early/2019/01/18/JAR-2019-002.short 4100 - http://www.journalofadvertisingresearch.com/content/early/2019/01/18/JAR-2019-002.full AB - 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.