Attention Madness

While you were filling out your bracket, joining your office pool, and cheering on your alma mater, we were doing what we do best: measuring eyes on screen attention to every second of television. Here’s what we found:

  • Capital One’s “Steaks” had the highest Attention Index of all ads during the tournament
  • College-age viewers (18-24) had the highest attention for both games and commercials
  • Men and women paid the same amount of attention to the games, but women paid 6.6% more attention to commercials

For a detailed breakdown, check out the infographic below, or round by round analysis here. Looking for custom analysis? Contact us.