# Marketers Have 9 Minutes to Earn Attention

> Attention data reveals how ads actually impact viewers, not just screen time
- Title: Marketers Have 9 Minutes to Earn Attention · Adweek | Shortify
- Summary: Attention data reveals how ads actually impact viewers, not just screen time Marketers should prioritize ads that earn real attention over those that just…
- Keywords: attention data, tvision, advertising, marketers, creative, nfl, streaming, advertising exchange, viant, rocket, nutrafol, advertising data
- Source: Adweek — https://adweek.com/convergent-tv/marketers-you-have-9-minutes-to-earn-attention
- Author: Ashley R. Cummings
- Published: 2026-09-28T18:13:27+00:00
- Read time: 1 min
- Topics: attention data, tvision, advertising, marketers, creative, nfl, streaming, advertising exchange, viant, rocket, nutrafol, advertising data
## What is attention data?
TVision's CEO says viewers spend 213.5 minutes daily with TV and streaming, but only 9 minutes actually pay attention to ads.

> The average U.S. consumer spends 213.5 minutes a day, nearly four hours, with television and streaming video
## Why does attention matter?
Each percentage-point increase in attention leads to nearly a 1% increase in ad awareness across 20 industries.

> In one study, TVision looked at hundreds of campaigns across 20 different industries, and found each percentage-point increase in attention corresponded to nearly a 1% increase in ad awareness
## Context affects attention
The same ad gets more attention with sci-fi and sports content than news and reality shows.

> It's the same creative. It's just different context
## Football game example
Attention rose when the Detroit Lions and Buffalo Bills game became more competitive in the third quarter.

> Attention fell as the score widened, then rose when the game became more competitive in the third quarter
## Creative must earn attention
Nutrafol's campaign focused on the long process of hair health improvement across TV, social, and in-person channels.

> Finding that balance between variety and consistency, I think, is the magic in great creative
## Rocket's approach
Rocket uses test groups to measure if ad exposure increases clicks, site visits, and conversions.

> Rocket found, though, that some viewers remembered its Super Bowl ad without remembering which company made it
## Real-time adjustments
Marketers should cut low attention providers and reallocate budget to higher attention placements during campaigns.

> You cut low attention providers, and you reallocate your budget to the higher attention placements that are there
## Actionable insights
Attention data helps marketers understand where ads earn real audience engagement, not just screen time.

> Understanding the conditions that earn attention, and using those insights to refine creative, placements, and investment, can add important context to the way brands evaluate their media
## Key takeaway

Marketers should prioritize ads that earn real attention over those that just play