How Viewer Tuning, Presence and Attention Respond to Ad Content and Predict Brand Search Lift

Posted: 30 Mar 2021 Last revised: 6 May 2022

See all articles by Matthew McGranaghan

Matthew McGranaghan

University of Delaware, Lerner College of Business and Economics

Jura Liaukonyte

Cornell University

Kenneth C. Wilbur

University of California, San Diego (UCSD) - Rady School of Management

Date Written: November 1, 2021

Abstract

New technology measures TV viewer tuning, presence and attention, enabling the first distinctions between TV ad viewability and actual ad viewing. We compare new and traditional viewing metrics, finding that 30% of TV ads play to empty rooms. We then use broadcast networks’ verifiably quasi-random ordering of ads within commercial breaks to identify causal effects of ads on viewing behaviors among 4 million advertising exposures. We measure ad metadata and machine-code content features for 6,650 frequent ad videos. We find that recreational product ads preserve audience tuning and presence. Prescription drug advertisements decrease tuning and presence, more so for drugs that treat more prevalent and severe conditions. We also investigate whether new viewing data can inform advertiser objectives, finding that attention helps predict brand search lift after ads.

Keywords: Advertising, Ad avoidance, Attention, Prescription Drugs, Television

Suggested Citation

McGranaghan, Matthew and Liaukonyte, Jura and Wilbur, Kenneth C., How Viewer Tuning, Presence and Attention Respond to Ad Content and Predict Brand Search Lift (November 1, 2021). Available at SSRN: https://ssrn.com/abstract=3815349 or http://dx.doi.org/10.2139/ssrn.3815349

Matthew McGranaghan

University of Delaware, Lerner College of Business and Economics ( email )

University of Delaware
117 Lerner Hall
Wilmington, DE 19808
United States

Jura Liaukonyte

Cornell University ( email )

347 Warren Hall
Ithaca, NY 14853
United States

Kenneth C. Wilbur (Contact Author)

University of California, San Diego (UCSD) - Rady School of Management ( email )

9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States

HOME PAGE: http://kennethcwilbur.com

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