TV drives advertising attention to mobile and social media

According to research from Atresmedia Publicidad, the company that launched the free IKA tool for measuring attention

This morning, Atresmedia Publicidad presented A24K, its II Attention Study, which confirms that television continues to lead the way as the medium with the greatest ability to capture and hold advertising attention. This study, using advanced neuromarketing techniques, concluded that television advertising attracts four times more attention than social media advertising, and that television increases attention by five times compared to mobile devices.

The study, conducted by Neurologyca, assessed the impact of various devices and platforms, including linear television, video on demand (VOD), YouTube and social networks such as Instagram and TikTok.

“These results confirm the importance of television as an important platform in marketing strategies,” comments Javier Andrés, Marketing Director of Atresmedia Publicidad. “The ability to capture attention longer and more effectively makes television an even more profitable and effective medium.”

This second study confirms and expands on findings from two years ago in the I Attention study, based on an advanced neuromarketing metric, the K-factor, which measures both attention and focal attention. This measure allows us to better understand the attentional efficiency, interests, and emotions of the public when faced with different types of stimuli.

The study was conducted by Kopernica, the most advanced artificial intelligence company for collecting information from people to better understand all their emotional, behavioral and cognitive processes. It is a non-intrusive system that interprets and understands human gestures, emotions, attitudes, behavior, attention, and spoken and written language.

The results show that consumers who access content on large screens, such as television, have a greater ability to remember advertising messages compared to those who view content on mobile devices. This strengthens television’s position as the preferred channel for advertising campaigns aimed at deep and lasting impact on audiences.

Preferred positions and special and most exclusive big screen formats are also positioned as key tools for maximizing the return on advertising investment by offering a differentiated attention index. While all tested formats averaged 36% attention, TV program specific advertising achieved more than 90%. In terms of platform type, VOD and linear TV receive more attention than social media and YouTube.

In the digital realm, Atresplayer stands out among video sharing platforms such as YouTube and has established itself as the VOD option with the highest attention levels.

IKA, a tool for measuring attention

Atresmedia Publicidad provides its clients with IKA, a free and freely available online tool that allows you to view the “k” attention scores for any campaign in Atresmedia, helping advertisers optimize their investments and plan strategically. IKA will be available on the website https://www.atresmediapublicidad.com/ika/.

With this data, Atresmedia Publicidad continues to lead innovation in advertising research, emphasizing the role of television as a critical medium for campaigns to maximize impact and return on investment.