@article {Bellman295, author = {Steven Bellman and Magda Nenycz-Thiel and Rachel Kennedy and Nicole Hartnett and Duane Varan}, title = {Best Measures of Attention To Creative Tactics in TV Advertising}, volume = {59}, number = {3}, pages = {295--311}, year = {2019}, doi = {10.2501/JAR-2019-002}, publisher = {Journal of Advertising Research}, 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{\textemdash}eye tracking, skin conductance, and heart rate{\textemdash}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.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/59/3/295}, eprint = {https://www.journalofadvertisingresearch.com/content/59/3/295.full.pdf}, journal = {Journal of Advertising Research} }