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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


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