the battle for attention

1

Attention is the behavioural and cognitive process of selectively concentrating on some information, while ignoring other perceivable information

A world of infinite content

Finite attention

Types of attentionSustained /Selective

Types of attentionDivided

to draw attention to something, to turn towards

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And no, we’re not like goldfish!

Newsworks and PwC study on attention

Multiple data sources:

Bespoke nationally representative study amongst adults 18+ in Great Britain

2,643 respondents generating 7,770 responses across 15

media types

Newsworks and PwC study on attention

Newsworks and PwC study on attentionData integration and analysis

8 main media types

Nationalprint

newspapers

Newspaper websites

Commercial broadcast TV

Commercial radio

Print magazines

Commercial TV on demand

Social media

Short onlinevideos

Newspaper content via social media

Other video on demand

Regional newspaper

websites

Commercial news websites

Regionalprint

newspapers

Music streaming

Newspaper apps

7 other media types

The role of attention: from attitude to impact

Attitude ImpactAttention

The role of attention: from attitude to impact

Attitude

Attention is driven by personal choice

Putting time aside

Personal connection

Something to talk about

Trusted content

56% of newspaper readers regularly put time aside for them

Newspaper websites

Print magazines

Commercial TV on Demand

Commercial broadcast TV

National print newspapers

44%

47%

54%

55%

56%

42% of newspaper readers feel a personal connection with the medium

Commercial broadcast TV

Short online videos

Print magazines

Commercial TV on Demand

National print newspapers

32%

33%

34%

39%

42%

People trust the content delivered by ‘traditional’ media

National newspaper websites

Print magazines

Commercial broadcast TV

National print newspapers

Commercial TV on demand

40%

47%

49%

52%

54%

66% of newspaper readers say they fueltheir conversations

Social media

Newspaper websites

Commercial broadcast TV

Short online videos

National print newspapers

60%

62%

63%

63%

66%

The role of attention: from attitude to impact

Attitude Attention Impact

Time spent

Time spent is not enough

Time spent Advertising response

From time spent to quality time: the attention equation

Immersion:Solus media usage

Focus:Multimedia usage

with high focus

Attention = + (multimedia usage x high focus)solus media usage

The first part of the equation is solus media usage

Social media

Commercial radio

Commercial broadcast TV

Commercial TV on Demand

Short online videos

National print newspapers

40%

61%

57%

61%

60%

60%

Solus media usage

Adding in multimedia usage x high focus gives us an overall attention score to apply to campaigns

Social media

Commercial radio

Commercial broadcast TV

Commercial TV on Demand

Short online videos

National print newspapers

40%

61%

57%

61%

60%

60%

14%

5%

11%

12%

15%

20%

Solus media usage Multiple media usage x high focus

80%

75%

73%

68%

66%

54%

The role of attention: from attitude to impact

Attitude ImpactAttention

Attention drives a powerful response

Discuss, comment, share

Encourages purchase

Trusted advertising

Ideas about brands/ products

People like to talk about, share and comment on media content

National newspaper websites

Social media

Commercial TV on demand

Short online videos

National print newspapers

41%

44%

46%

46%

46%

Published media lead the way in giving people ideas about brands and products

Short online videos

Commercial TV on demand

Commercial broadcast TV

National print newspapers

Print magazines

14%

19%

21%

41%

51%

Published media encourage people to consider making a purchase

Commercial radio

Commercial TV on demand

Commercial broadcast TV

National print newspapers

Print magazines

14%

19%

21%

23%

32%

From attitude to impact: attention pays

Attitude

Putting time asidePersonal connection

Trusted contentSomething to talk about

Attention

Solus media usageMultimedia usage x high

focus

Impact

Discuss, comment, shareTrusted advertisingIdeas about brands

Encourages purchase

From attitude to impact: attention pays

37

Thank you for your attention

Contacts

Sam TomlinsonPartner, PwCE: sam.tomlinson@uk.pwc.comT: +44 (0) 20 7804 0726M: +44 (0) 7811 453 111

This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, Newsworks and PricewaterhouseCoopers LLP (including its members, employees and agents) do not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.

© 2016 Newsworks and PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to the UK member firm, and may sometimes refer to the PwC network. Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details.

Denise TurnerInsight Director, NewsworksE: denise.turner@newsworks.org.ukT: +44 (0) 20 7839 8935M: +44 (0) 7817 078 081