1

Attention is the behavioural and cognitive process of selectively concentrating on some information, while ignoring other perceivable information

A world of infinite content

4 Finite attention

Types of attention Sustained / Selective 5

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

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 AttitudeImpactAttention

The role of attention: from attitude to impact Attitude

17 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

42% of newspaper readers feel a personal connection with the medium

People trust the content delivered by ‘traditional’ media

66% of newspaper readers say they fuel their conversations

The role of attention: from attitude to impact AttitudeAttention Impact

23 Time spent

24 Time spent is not enough Time spentAdvertising 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 28

Adding in multimedia usage x high focus gives us an overall attention score to apply to campaigns 29 80% 75% 73% 68% 66% 54%

The role of attention: from attitude to impact AttitudeImpactAttention

31 Attention drives a powerful response Discuss, comment, share Encourages purchase Trusted advertising Ideas about brands/ products

People like to talk about, share and comments on media content

Published media lead the way in giving people ideas about brands and products

Published media encourage people to consider making a purchase

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: T: +44 (0) M: +44 (0) 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 for further details. Denise Turner Insight Director, Newsworks E: T: +44 (0) M: +44 (0)