Atresmedia Publicidad has presented A24K, its II Attention Study in which it confirms that television continues to lead as the medium with the greatest capacity to capture and maintain advertising attention. This study, carried out using advanced neuromarketing techniques, concludes that TV ads generate up to four times more attention than those on social networks and that TV increases attention fivefold compared to mobile devices. The study also highlights that CTV is the platform with the highest attention rate, Preroll is the format with the greatest attention on CTV and Top News is the most effective format.
The research, carried out by the company Neurologyca, evaluated the impact of various devices and platforms, including linear television, video on demand (VOD), YouTube and social networks such as Instagram and TikTok.
“These findings reaffirm the importance of television as an essential platform in marketing strategies,” comments Javier Andrés, marketing director of Atresmedia Publicidad. “The ability to capture attention longer and more effectively makes TV an even more profitable and effective medium.”
This second study reaffirms and expands the conclusions obtained two years ago with the I Attention Study (Attention is the emotion elevated to the content and amplified by the screen), based on an advanced metric in neuromarketing, the K coefficient, which measures both the environmental attention as well as focal attention. This indicator allows us to better understand the attentional effectiveness, interests and emotions of the public when faced with different types of stimuli.
The study has been carried out by Kopernica, the A.I. most advanced to capture information from human beings in order to better understand all their emotional, behavioral and cognitive processes. It is a non-intrusive system that interprets and understands the gestures, emotions, attitudes, behaviors, attention and spoken and written discourse of human beings.
The results show that consumers who access content on large screens, such as television, have a greater ability to retain advertising messages, compared to those who view content on mobile devices. This reinforces television as the preferred channel for advertising campaigns that seek a deep and lasting impact on the audience.
The preferred positions and the special and most exclusive formats of the big screen are also positioned as key tools to maximize the return on advertising investment, offering a differential attention index. If all the tested formats show an average of 36% attention, special advertising linked to a television program exceeds 90%. Regarding the type of platform, VOD and linear TV provide more attention than social networks and YouTube.
In the digital sphere, Atresplayer stands out over video sharing platforms such as YouTube, consolidating itself as the VOD option with the highest attention rate.