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 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.
- Received October 25, 2017.
- Received (in revised form) June 4, 2018.
- Accepted July 7, 2018.
- Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 3
