This month’s Chart of the Month draws on findings by Dr Ali Goode (Gorilla in the room) showcased at Thinkbox’s recent ‘Earning Attention’ event. The study (Competing for attention) explored the role of auditory and visual attention in driving memories and showcased the importance of audio.
The research suggests that when people had been distracted, they were more likely to recall things they heard rather than what they had seen. Sound plays an important part in the TV ad experience with its ability to communicate in its own right, mediate attention, draw eyes to the screen, and fill in the gaps when there is no visual attention.
Audio stimuli are important in human behaviour as ears are ‘open’ permanently - we don’t look around for things to listen to, instead our ears tell us where to look.
Download the chart to learn more
For all Chart of the Month’s from this year, download the slides from the link above, this includes:
- October: Auditory attention more resilient to distraction than visual attention
- September: Creativity is the biggest advertising profitability multiplier within our control
- August: Sustaining ESOV essential for brands in 2023
- July: 30 second ads deliver the greatest impact
- June: Late evenings and weekends are valuable dayparts when targeting ‘Reach Extenders’
- May: Electric/hybrid vehicles are motoring ahead in TV advertising
- April: B2B TV advertising spend has doubled since 2018
- March: Commercial broadcasters are unrivalled for scale
- February: Broadcaster TV was two thirds of Barb’s identified viewing in Dec 2022
- January: Different video channels sit at different ends of predictability spectrum