Marketers Say Measuring Consumer Attention Is Significant

Cumulus Media and Westwood One's "Media Attentiveness and Ad Skipping Report" finds two-thirds of marketers and media agencies believe consumer attention metrics are significant indicators of advertising effectiveness. Also, the study discovered marketers and agencies overestimated how much consumers pay attention to social media, with 52% saying people concentrate when checking social media, when actually (according to Interactive Advertising Bureau) only 44% of people do.