News interviews Finecast CEO, Nicola Lewis about emerging attention research and why it's important for brands

  • 1 minute read
  • United Kingdom
  • 11/11/2022

Earlier this year, Finecast, GroupM’s addressable TV division, published research to better explain attention, which many companies are now aiming to monitor and package up as both a currency and a media measurement metric.

Nicola Lewis, Global CEO, Finecast, says the research uncovered two kinds of attention – active and passive.

“Obviously, you want active attention as a brand because it really means that that consumer’s leaning…,” she says.

“OTT (TV) performs about 20% better than linear TV in terms of active attention.”

Watch the full interview here.