1. 1

2. Attention is the behavioural and cognitive process of selectively concentrating on some information, while ignoring other perceivable information

3. A world of infinite content

4. 4 Finite attention

5. Types of attention Sustained / Selective 5

6. Types of attention Divided

9. to draw attention to something, to turn towards advertere

10. And no, we’re not like goldfish!

11. Newsworks and PwC study on attention Multiple data sources: Bespoke nationally representative study amongst adults 18+ in Great Britain

12. 2,643 respondents generating 7,770 responses across 15 media types Newsworks and PwC study on attention

13. Data integration and analysis

14. 8 main media types National print newspapers Newspaper websites Commercial broadcast TV Commercial radio Print magazines Commercial TV on demand Social media Short online videos Newspaper content via social media Other video on demand Regional newspaper websites Commercial news websites Regional print newspapers Music streaming Newspaper apps 7 other media types

15. The role of attention: from attitude to impact AttitudeImpactAttention

16. The role of attention: from attitude to impact Attitude

17. 17 Attention is driven by personal choice Putting time aside Personal connection Something to talk about Trusted content

18. 56% of newspaper readers regularly put time aside for them

19. 42% of newspaper readers feel a personal connection with the medium

20. People trust the content delivered by ‘traditional’ media

21. 66% of newspaper readers say they fuel their conversations

22. The role of attention: from attitude to impact AttitudeAttention Impact

23. 23 Time spent

24. 24 Time spent is not enough Time spentAdvertising response

25. From time spent to quality time: the attention equation

26. Immersion: Solus media usage Focus: Multimedia usage with high focus

27. Attention = + (multimedia usage x high focus) solus media usage

28. The first part of the equation is solus media usage 28

29. Adding in multimedia usage x high focus gives us an overall attention score to apply to campaigns 29 80% 75% 73% 68% 66% 54%

30. The role of attention: from attitude to impact AttitudeImpactAttention

31. 31 Attention drives a powerful response Discuss, comment, share Encourages purchase Trusted advertising Ideas about brands/ products

32. People like to talk about, share and comments on media content

33. Published media lead the way in giving people ideas about brands and products

34. Published media encourage people to consider making a purchase

35. From attitude to impact: attention pays Attitude Putting time aside Personal connection Trusted content Something to talk about Attention Solus media usage Multimedia usage x high focus Impact Discuss, comment, share Trusted advertising Ideas about brands Encourages purchase

36. From attitude to impact: attention pays

37. 37 Thank you for your attention

38. Contacts Sam Tomlinson Partner, PwC E: sam.tomlinson@uk.pwc.com T: +44 (0) 20 7804 0726 M: +44 (0) 7811 453 111 This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, Newsworks and PricewaterhouseCoopers LLP (including its members, employees and agents) do not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it. © 2016 Newsworks and PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to the UK member firm, and may sometimes refer to the PwC network. Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details. Denise Turner Insight Director, Newsworks E: denise.turner@newsworks.org.uk T: +44 (0) 20 7839 8935 M: +44 (0) 7817 078 081