Previous events

The battle for attention

Newsworks announced the results of 'The battle for attention', conducted in partnership with PwC, on 26 April 2016.

In a world saturated with infinite content, the study examines the role attention plays across different types of media and platforms in driving consumer engagement with advertising.

A nationally representative adult survey across Great Britain showed that national print newspapers come out on top across a range of attention drivers, including people regularly putting time aside for them and feeling a personal connection them.

Using the data collected and the correlations from the analysis performed, an attention equation was created: Attention = solus media + (multimedia x high focus).

Solus media is when people are using one media at a time. Focus level is how concentrated they are while using multiple media. Solus is the more important of the two because it creates the most powerful advertising response.

The research established attention scores across a range of different media. Find out more about the research


Want the latest news, opinion and insight on newsbrands?
Sign up and we'll send you a weekly update.

Sign up here

Get in touch

120 Charing Cross Road

020 7839 8935


Keep up to date

Please take a minute to answer a few questions on our new website. The feedback you provide will help us make the website easier for you to navigate and ensure you can find the content you’re after. In addition, we’ll enter you in to a prize draw for a £100 Amazon voucher*.

Take Survey Not now Never