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Old VS Young
An eye-tracking study by Lumen Research
24th November 2014
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About this report
© Lumen Research Ltd 2014
Have you ever wondered which ads placed in the national newspapers are themost effective at engaging readers?
This report has been made using 20th
November Daily Mirror newspaper.
The original can be found in the following link:http://www.mirror.co.uk/
Lumen Research do an eye tracking researcheach week to find out which of the ads weremost successful in getting attention.
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This week’s winner is…The Department for Work and Pensions
Page 29
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This week’s winner is…The Department for Work and Pensions
Expected Actual
Standout 79% 82%
Engagement 1.7” 2.4”
This informative pension ad from the Department for Work and Pensions was this weeks winner, beating our norms for engagement by 0.7”!
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Older vs YoungerWho engaged more with this advert?
What’s interesting about this advert is the fact that different age groups engaged with it in different ways.
When we compared engagement for this ad between 16-34 year olds and people who were 35+, it was interesting to see that the older group engaged with this ad for over 2 seconds more than the younger group.
According to the NRS (National Readership Survey) 79% of The Daily Mirror readers are over 35 years of age. This suggests the Department for Work and Pensions have done rather well in their media planning!
16-34 Years (n=39) 35+ Years (n=27)
82%1.4”
82%3.6”
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