1. Street-recruited Nat Rep readers
Methodology: Lumen eye tracking
All normative data provided by Lumen from tests database
For Black Friday and Christmas 2016 eye-tracking, the following applied:
Digital tested via Aimia Lumen strong panel. Panellists asked to select from a range of newsbrand and non-newsbrand sites and browse naturally
Print tested via hall test using desktop eye tracking device. Respondents asked to read pdf version of a newspaper (one of: Mirror, Metro, Daily Mail, The Times, or The Sun). Pdf consists of front page, then spreads on screen. Sample: 160 (Black Friday), 739 (Christmas)
Digital
Online newsbrands
& non-newsbrands
Panellists
Read articles on a selection of newsbrand and other sites
Desktop eye-tracking device
Print
PDF newspaper
Street-recruited Nat Rep readers
Desktop eye-tracking device
Read first 19 pages of a pdf copy of either: The Mirror, The Metro, The Daily Mail, The Times or The Sun.

2. In previous Lumen reports, “Dwell time” corresponds to “Engagement”
Key measures for print advertising
Standout
% people fixating eyes on any point of the ad for 1/30th second minimum
Dwell time
Average amount of time spent on ad among people who saw the ad
Time spent norm
Overall norm: average time spent on ad among all readers:
% standout x % dwell time
Individual ads compared with norms based on format, page number, category of ad (e.g food retail) and publication
In previous Lumen reports, “Dwell time” corresponds to “Engagement”

3. Heat map | Feature analysis
Shows exactly where people view the ad
Feature Analysis
Shows exactly which features people look at
14%
0.2”
29%
0.9” 7%
0.3” 4%
0.1”
11%