An ad agency has been hired to produce a commercial for a co…
An ad agency has been hired to produce a commercial for a company selling high-end musical instruments. The “plot” of the commercial involves a famous band playing the instruments on-stage, and while the client is pleased with the celebrity endorsement, they are worried that viewers will be too distracted by the band to recall the product itself after viewing the commercial. Which measurement technique might help determine which parts of the screen the audience is paying attention to, and whether they notice the instruments during the ad?