%0 Journal Article %A Steven Bellman %A Magda Nenycz-Thiel %A Rachel Kennedy %A Nicole Hartnett %A Duane Varan %T Best Measures of Attention To Creative Tactics in TV Advertising %B When Do Attention-Getting Devices Capture or Reduce Attention? %D 2019 %R 10.2501/JAR-2019-002 %J Journal of Advertising Research %P 295-311 %V 59 %N 3 %X 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. %U https://www.journalofadvertisingresearch.com/content/jadvertres/59/3/295.full.pdf