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The battle for attention

This document summarizes the key findings of a study conducted by Newsworks and PwC on attention to different media types. The study found that traditional print and broadcast media receive more focused attention from consumers compared to digital media. Specifically, newspaper readers were more likely to regularly set time aside for newspapers, feel personally connected to them, and trust their content more than most other media. The sustained attention received made newspaper readers more likely to discuss issues they read about and be influenced regarding purchases. Overall, the study showed that traditional media with higher attention levels can have a more powerful impact on consumers than digital media with less focused attention.

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Attention is the behavioural and cognitive process of selectively concentrating on some information, while ignoring other perceivable information
A world of infinite content
Finite attention
Types of attention Sustained / Selective
Types of attention Divided
to draw attention to something, to turn towards advertere
And no, we’re not like goldfish!
Newsworks and PwC study on attention Multiple data sources: Bespoke nationally representative study amongst adults 18+ in Great Britain
2,643 respondents generating 7,770 responses across 15 media types Newsworks and PwC study on attention
Newsworks and PwC study on attention Data integration and analysis
8 main media types National print newspapers Newspaper websites Commercial broadcast TV Commercial radio Print magazines Commercial TV on demand Social media Short online videos Newspaper content via social media Other video on demand Regional newspaper websites Commercial news websites Regional print newspapers Music streaming Newspaper apps 7 other media types
The role of attention: from attitude to impact Attitude ImpactAttention
The role of attention: from attitude to impact Attitude
Attention is driven by personal choice Putting time aside Personal connection Something to talk about Trusted content
56% of newspaper readers regularly put time aside for them 44% 47% 54% 55% 56% Newspaper websites Print magazines Commercial TV on Demand Commercial broadcast TV National print newspapers
42% of newspaper readers feel a personal connection with the medium 32% 33% 34% 39% 42% Commercial broadcast TV Short online videos Print magazines Commercial TV on Demand National print newspapers
People trust the content delivered by ‘traditional’ media 40% 47% 49% 52% 54% National newspaper websites Print magazines Commercial broadcast TV National print newspapers Commercial TV on demand
66% of newspaper readers say they fuel their conversations 60% 62% 63% 63% 66% Social media Newspaper websites Commercial broadcast TV Short online videos National print newspapers
The role of attention: from attitude to impact Attitude Attention Impact
Time spent
Time spent is not enough Time spent Advertising response
From time spent to quality time: the attention equation
Immersion: Solus media usage Focus: Multimedia usage with high focus
Attention = + (multimedia usage x high focus)solus media usage
The first part of the equation is solus media usage 40% 61% 57% 61% 60% 60% Social media Commercial radio Commercial broadcast TV Commercial TV on Demand Short online videos National print newspapers Solus media usage
Adding in multimedia usage x high focus gives us an overall attention score to apply to campaigns 40% 61% 57% 61% 60% 60% 14% 5% 11% 12% 15% 20% Social media Commercial radio Commercial broadcast TV Commercial TV on Demand Short online videos National print newspapers Solus media usage Multiple media usage x high focus 80% 75% 73% 68% 66% 54%
The role of attention: from attitude to impact Attitude ImpactAttention
Attention drives a powerful response Discuss, comment, share Encourages purchase Trusted advertising Ideas about brands/ products
People like to talk about, share and comment on media content 41% 44% 46% 46% 46% National newspaper websites Social media Commercial TV on demand Short online videos National print newspapers
Published media lead the way in giving people ideas about brands and products 14% 19% 21% 41% 51% Short online videos Commercial TV on demand Commercial broadcast TV National print newspapers Print magazines
Published media encourage people to consider making a purchase 14% 19% 21% 23% 32% Commercial radio Commercial TV on demand Commercial broadcast TV National print newspapers Print magazines
From attitude to impact: attention pays Attitude Putting time aside Personal connection Trusted content Something to talk about Attention Solus media usage Multimedia usage x high focus Impact Discuss, comment, share Trusted advertising Ideas about brands Encourages purchase
From attitude to impact: attention pays
37 Thank you for your attention
Contacts Sam Tomlinson Partner, PwC E: sam.tomlinson@uk.pwc.com T: +44 (0) 20 7804 0726 M: +44 (0) 7811 453 111 This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, Newsworks and PricewaterhouseCoopers LLP (including its members, employees and agents) do not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it. © 2016 Newsworks and PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to the UK member firm, and may sometimes refer to the PwC network. Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details. Denise Turner Insight Director, Newsworks E: denise.turner@newsworks.org.uk T: +44 (0) 20 7839 8935 M: +44 (0) 7817 078 081