{"id":71278,"date":"2026-03-18T15:22:43","date_gmt":"2026-03-18T14:22:43","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=71278"},"modified":"2026-03-18T15:32:50","modified_gmt":"2026-03-18T14:32:50","slug":"absatzwirtschaft-article-sinking-attention-media-advertising","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/absatzwirtschaft-article-sinking-attention-media-advertising\/","title":{"rendered":"Article in absatzwirtschaft: Declining Attention \u2013 eye square Media Attention Study Germany"},"content":{"rendered":"

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”20px”][vc_single_image image=”71280″ img_size=”full” css=”” qode_css_animation=””][vc_empty_space height=”20px”][vc_empty_space height=”20px”][vc_empty_space height=”20px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_column_text css=””]<\/p>\n

Why Attention Is Becoming a Currency<\/strong><\/h1>\n

[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=””]In a fragmented media landscape, traditional KPIs such as pure reach fall short when commercials, ads, and social media posts are swiped away in a matter of seconds.<\/p>\n

Today, advertising impact<\/strong><\/a> is determined in tiny windows of time: Benchmarks show that just a few seconds of visual attention determine whether a brand is remembered or gets lost in the content overload.[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_column_text css=””]<\/p>\n

Relevance for Media and Brand Managers<\/strong><\/h1>\n

[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=””]For marketing decision-makers in the DACH region, this means that if you don\u2019t consistently align your TV, digital, and social media campaigns with genuine, measurable attention, you\u2019ll squander your impact\u2014despite significant media investments.<\/p>\n

Especially in the German-speaking market, where budgets are scrutinized more closely, data-driven attention research<\/strong> <\/a>provides the foundation for optimizing placements, formats, and creative assets to maximize attention-grabbing interactions.[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]<\/p>\n

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Sinking attention is not just a buzzword, but a very real risk to media budgets\u2014and this is precisely where eye square\u2019s research comes in<\/h2>\n<\/blockquote>\n<\/div>\n<\/div>\n

[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=””]In our latest article on absatzwirtschaft.de, Matthias Rothensee<\/a><\/strong> analyzes the latest findings on declining attention spans (the average is now 2.3 seconds)<\/strong> and shows how brands can ensure their advertising success despite shorter viewing times. Anyone looking to understand the role that the \u201cmagic seconds\u201d of media attention<\/strong><\/a> play in brand recall, efficiency, and creative excellence will find concrete insights and starting points for their own media planning there.[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=””]eye square is a pioneer in attention research<\/strong> and maintains one of the world\u2019s largest benchmark databases on media and brand experience<\/strong><\/a>, containing thousands of tested advertising materials. Together with OMD Germany<\/a><\/strong>, we used this database as the foundation for a recent Attention Media Study<\/strong><\/a>.<\/p>\n

Using an InContext approach<\/strong><\/a>\u2014combining eye tracking, implicit measurements, and traditional surveys\u2014we can analyze real user experiences across all relevant touchpoints, from TV to online video to social media.<\/p>\n

Matthias Rothensee from Brand and Media Research<\/strong><\/a> answers the question of how attention is measured and interpreted, and how\u2014despite shrinking attention spans\u2014this knowledge from our joint short study with OMD Germany as part of the Attention Works Initiative<\/strong> <\/a>can be translated into effective media and creative strategies. Learn more at absatzwirtschaft.de<\/strong><\/a>![\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=”” css=”.vc_custom_1770213391901{background-color: #FFFFFF !important;}”][vc_column][vc_empty_space height=”30px”]Read More!<\/a>[vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_column_text css=””]<\/p>\n

About Matthias Rothensee<\/strong><\/h2>\n

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Mail: <\/strong>rothensee@eye-square.com<\/strong><\/a>
\nPhone: +49 30 698144-25<\/strong><\/p>\n<\/div>\n<\/div>\n

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