A Neurophysiological Study of Media Context Effects on Brand Recall: Active and Passive Attention in TV Advertising
(A2025-126388)

AUTHORS

Marc-Antoine Fortin, Politecnico di Milano; Gloria Peggiani, Politecnico di Milano; Lucio Lamberti, Politecnico di Milano, School of Management

ABSTRACT

While media context has been recognized as key to TV ad effectiveness, research has only partially explored how attention to TV programs influences attention to subsequent ads. This leaves limited understanding of attentional processes during TV consumption and doubts about optimal ad positioning. Using the Limited Capacity Model, this study investigates relationships between active attention to programs, passive attention to ads, and unaided brand recall, alongside moderating effects of ad block characteristics like duration and position. A lab experiment employed EEG to measure attention across TV, laptop, and smartphone devices. Findings show active attention enhances passive attention, but longer ad blocks reduce this effect. By distinguishing active from passive attention, the study supports the Limited Capacity Model, advancing understanding of how media context shapes advertising memory and providing insights for ad effectiveness.