This article may be confusing or unclear to readers. In particular, unclear how the answer to this question could be graphed. Qualitative vs quantitative?. (November 2016) (Learn how and when to remove this template message)
Focus Group based methodologies can be used to collect qualitative responses which inform a measure of attention to an advertisement in a simulated environment. One example of this is a "dummy advertising vehicle test," in which a test Television Advertisement is shown with control ads in a controlled environment designed to simulate a commercial break on television. The test ad is embedded alongside either directly competitive advertising, or ads from non-competing product categories, depending on the advertiser's preference. Respondents are asked the question "Which of these ads did you find interesting?" If the test ad is spontaneously mentioned, then that response is counted toward the attention score.
Quantitative techniques such as Eye Tracking are used to measure attention and spontaneous response to marketing messages. Attention data using this methodology can be collected in a variety of simulated environments such as at home or work, as well as across a variety of different screens and devices. In addition to measuring attention, this data can be used by advertisers to optimize the design and placement of advertisements.