Working Paper

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

Matthew McGranaghan

University of Delaware

Jura Liaukonyte

Cornell University

Kenneth C. Wilbur

University of California San Diego

Sep 10, 2021


Uses real-time observation of actual TV viewing activity to compare with traditional audience measures and determine impact on brand search as an intermediate metric of advertising effectiveness.

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