A recent collaboration between TVision Insights and Sense360, an insights and intelligence provider, showed that brands that capture more viewer attention with their TV commercials see a rise in store visits. This predictive impact correlates more strongly than the frequency of exposure to the ad. The study revealed that attention to TV ads was more predictive than exposure to TV ads — up to four times more predictive, in the case of a particular KFC campaign.

The implications of the study are significant. It is no longer enough for brands to buy television advertising based on the size and demographics of the viewing audience. They need to use new evaluation techniques, including attention and the ability to observe traffic in real time, to determine campaign impact and ROAS.

Read the full study here.