#AttentionSummit

How can brands adjust to declining consumer attention spans?

Richard ShottonHead of InsightZenithOptimedia

ATTENTION IN THE DIGITAL AGE@rshotton

11%

24%

General Messaging Local Messaging

Sample Size: 341 respondents saw the general messaging, 161 saw the local messaging

% of people who said they were likely or very

likely to switch

49

12

8

49

12

7

20102010 20152015

Av. number

words in poster

Av. number

words in print

headline

Creative has not adapted

2010 2015

% of TV ads

that are 30”

ATTENTION IN THE DIGITAL AGE@rshotton