Seven enlists Amplified Intelligence for eight week audience attention survey

News 28 Jan 2022 - 2 min read

Seven enlists Amplified Intelligence for eight week audience attention survey

By Sam Buckingham-Jones - Deputy Editor

"It's time we all measure and prioritise attention,” Charlotte Valente (Right), Seven West Media CMO, says. Left: Professor Karen Nelson-Field

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Tags: Amplified Intelligence Karen Nelson-Field seven west media Seven

Seven has joined Nine in moving to build attention as an advertising metric for television, announcing an eight-week study into how its audiences view broadcast content, ads and sponsored content on linear and BVOD platforms.

What you need to know:

Seven has announced an eightweek attention measurement survey to be carried out by Amplified Intelligence.
The survey will cover its tentpole programming as well as the Winter Olympics.
Nine has previously announced a similar, albeit shorter, survey also carried out by Amplified Intelligence.

The Seven Network will conduct a two-month attention measurement survey with Amplified Intelligence to understand how ads are perceived by viewers.

It will be the longest TV survey the audience measurement company has carried out, having recently finished a similar study with Nine.

The project will measure broadcast content, ads and sponsored content on Seven and 7plus, including shows like The Voice Generations, SAS Australia, the AFL, news programming, and the Olympic Winter Games Beijing 2022.

Amplified Intelligence will set up eye-tracking technology and machine learning models to understand the attention generated by ads across time slots, ad formats and programs.

“Viewability is still critical in advertising but to get noticed by highly receptive audiences, it's time we all measure and prioritise attention,” Charlotte Valente, Seven West Media CMO, said.

Amplified Intelligence CEO and Founder, Professor Karen Nelson-Field, said: “We know that the amount of attention an environment generates is consistently linked to various business uplifts. Measuring attention is a vital component in the plan, buy and measure loop. For Seven it offers clear reporting for their sponsors on the performance of campaigns.”

Nine announced a similar survey in September last year and it’s understood the data has been collected.