How Viewer Tuning, Presence and Attention Respond to Ad Content and Predict Brand Search Lift - MSI

Working Paper

How Viewer Tuning, Presence and Attention Respond to Ad Content and Predict Brand Search Lift

Matthew McGranaghan

University of Delaware

Jura Liaukonyte

Cornell University

Kenneth C. Wilbur

University of California San Diego

Sep 10, 2021

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Uses real-time observation of actual TV viewing activity to compare with traditional audience measures and determine impact on brand search as an intermediate metric of advertising effectiveness.

Topics

advertising Consumer Behavior & Insights Marketing ROI

research recap

Is Big Brother (or Little Sister) Watching – And Does it Matter?

Traditional audience measurement may not capture who is really watching what—and how this affects their subsequent behavior. Analyzing actual attention in real time demonstrates that TV ads can drive brand search, a key intermediate metric of advertising effectiveness.

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