<span id="hs_cos_wrapper_name" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="text" >Attention Breakdown and Examples</span>
When we test ads, one of our key measures is 'attention'. Attention scores help us find whether the media has been efficient, what the creative strengths/weaknesses are, what the key drivers of cut-through are, whether the ad will wear out, etc. Using our add+impact methodology, we are able to get an accurate breakdown of what viewers are thinking and give the ad a score between 1-10 (6 being our benchmark for an effective ad).

We have eight key metrics that make up the 'attention' score... brands should consider all eight when making a campaign.

 

An example of the attention score breakdown:

 
 

Examples of High Scoring Attention Ads

We find Casting, Humour and Music to make up 95% of ad stand out. Here are some Super Bowl ads which scored well in these areas. 

NFL 'Get Ready for 100' 2019

Humour: 7.9

 

Verizon 'First Responders' 2019

Casting: 8.9

 

NFL 'Giants Dancing' 2018

 Music: 8.5
 
 

 

 

Here is one of the best ads we tested - with a strong score across all attention metrics...

Tourism Australia 'Dundee' 2018

 

Breakdown of Dundee's Attention Scores:

 
 

Sign up to our Newsletter to be notified of more blogs like this

From the blog

Why Christmas Ads Capture More Attention: Insights from 2024 Campaigns

effective advertising, Christmas, Christmas ads

Why Christmas Ads Capture More Attention: Insights from 2024 Campaigns

Four of the most interesting ads from around the world: digging into why Christmas ads get more attention

As we head into the final lap of the Christmas race, it is a great time to reflect and learn from the 2024 Christmas...
Luma

Luma

6 mins read
Unveil AAMI's Winning Ad Secret!

Insights, branding, sponsor advertising

Unveil AAMI's Winning Ad Secret!

Now that the we are racing through the second week of the Olympics, it is time to look at some of the advertising winners. Millions have been tuning in via traditional television broadcasts and online streaming services. With 30+...
Luma

Luma

2 mins read
Impactful Sponsorships: How brands can win gold at the Olympics

Insights, branding, sponsor advertising

Impactful Sponsorships: How brands can win gold at the Olympics

The world is eagerly awaiting the start of the Paris Olympics and Paralympics. Media coverage is set to reach new heights, using advanced digital platforms and innovative broadcasting techniques to bring the event to a global...
Luma

Luma

3 mins read