RT Journal Article SR Electronic T1 Best Measures of Attention To Creative Tactics in TV Advertising JF Journal of Advertising Research JO J Advert Res FD WARC SP 295 OP 311 DO 10.2501/JAR-2019-002 VO 59 IS 3 A1 Bellman, Steven A1 Nenycz-Thiel, Magda A1 Kennedy, Rachel A1 Hartnett, Nicole A1 Varan, Duane YR 2019 UL http://www.journalofadvertisingresearch.com/content/59/3/295.abstract 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.