Commentary

Stand At Attention? Not Enough When It Comes To TV, Media Advertising

by Wayne Friedman , Staff Writer, October 17, 2024

Do I have your attention? Even then, where do we go from here?

A report from the ARF with Kroger Precision Marketing says that getting "attention" from a media campaign isn’t all that effective at predicting whether it moves sales -- or other brand outcomes.

According to the report, there …

advertising, attention, campaigns, intent, marketing, media, metrics, purchase intent, research, sales, television

1 comment about "Stand At Attention? Not Enough When It Comes To TV, Media Advertising".

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Ed Papazian from Media Dynamics Inc, October 17, 2024 at 9:36 a.m.
Of course attention to ads is not the only indicator of whether the ad got its message across or whether the consumer was motivated in favor of the brand. But none of this matters when we come to defining media audiences---especially for TV.

Assuming that everyone understands that you can't have any outcome without ad attentiveness, the problem we face--and have faced throughout TV's history--is that we don't have a true TV audience measurement on a minute by minute---or a second by second basis. All we have is a set usage indicator and based on this we assume that a person who claims to be "watching" when the channel is selected, actually saw every ensuing second of content---unless the "viewer" signifies otherwise---which is not what actually happens. People often leave the room only to return and viewers frequently become distracted or lose interest in what's on the screen---especially for commercials.

In other words, without attentiveness measures we don't even have an opportunity- to- view finding for TV commercials. My company--Media Dynamics Inc--- will shortly be offering a 20-25-page report on TV attentiveness ---where we've been, where we are and looking to the future---which covers all of this---and a lot more---- and concludes with a suggestion which may break the log jam and move us forward. Stay tuned.
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