the battle for attention
TRANSCRIPT
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
advertere
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: [email protected]: +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: [email protected]: +44 (0) 20 7839 8935M: +44 (0) 7817 078 081