The Surprising Impact of Buying Attention Vs. Audiences

Last week we wrote about second-by-second viewership analysis using ACR data. This week we are going to look at second-by-second analysis for attention using eye-tracking software.

How does eye-tracking measurement work? TVision installs sensors on panelists’ TVs, tracking eye movements of multiple people in a room.

Engagement by age group:
1) All ages: 100
2) 65+: 114
3) < 18: 90

Engagement by gender:
1) Male: 101
2) Female: 99

Below is an example of a Yoplait Go-Gurt ad.

Below is an example of the best time to reach moms.

The big question. How soon will we be buying ads based on the amount of time targeted consumers spend with our content rather than mass reach?

More. Attention: The Gorilla In The Room

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