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MEC MediaLab reports that the challenges posed by "partial attention" represent real opportunities for brand engagement. These conclusions are based on the findings of its on-going global Sensor™ study series, which surveyed 22,255 adults across 23 countries including the United States.

"Pay attention, please!" maps the fragmentation of audience attention along a continuum -- from "full focus" to "diffuse attention" - brought about by the growing adoption of new technologies. A person's position on the continuum suggests his or her receptivity to brand communication.

"As people juggle more stimuli in an attempt to identify what is meaningful to them, the optimal role for commercial communication is not to work within partial attention, but to pull people out of it and keep them fully focused for the duration of their exposure to the brand," said Damian Thompson, European Director of Consumer Insights. "Partial attention offers a real opportunity for brands to engage people who are not fully focused on something else."