ARF Teases Ad 'Attention' Data Showing TV Outperforms Social Two-To-One

It was intended to be a teaser for future research validating ad attention measurement by medium, but the Advertising Research Foundation (ARF) this week teased an anecdotal finding from its latest phase indicating TV outperforms the attention of social media by a margin of more than two-to-one.

"We'll just touch …

1 comment about "ARF Teases Ad 'Attention' Data Showing TV Outperforms Social Two-To-One".
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  1. Ed Papazian from Media Dynamics Inc, May 16, 2024 at 1:19 p.m.

    If those figures represent the percent of the "audience" that looks at an average commercial, without regard to its length, I'm not surprised to see "TV" faring much better than social video. But typical TVision findings for TV are considerably higher ---based on watching for at least two seconds. so I, too, wonder about the source for this chart. Perhaps they had to watch for a number of seconds to qualify. Or, maybe, some other dimension is included---like getting the message as well as attentiveness.

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