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Over the years, Media Dynamics Inc. has been fighting the battle to include attentiveness in the media audience surveys, and in our thinking. More than ever before the role of attentiveness measures to obtain a realistic picture of audience attainment as a prelude to advertising impact is a dire necessity. Our media world is changing and we need to change with it. Business as usual just doesn't cut it any more.
With that in mind, this report briefly traces the evolution of TV attentiveness research, evaluates the current situation and looks to the future. We conclude with a call for a new kind of national TV rating service and an idea that might break the current log jam that is preventing the mass use of attentiveness in media planning, TV time buying and selling, and other equally important applications.
Publish date: November 2024; c.20 pages