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Attention Score
Attention Score is a measured index of how much genuine viewer engagement a placement captured, derived from eye-tracking, facial coding, or attention-panel data, expressed as a percentage of exposure time or as an indexed unit score. It ranks inventory by whether people actually looked, not merely whether the ad met a viewability threshold.
Formula
Worked example
A pre-roll placement runs with average exposed duration of 10.0 seconds (100% viewable by IAB standard) and attention-panel eye-tracking shows average attentive seconds of 4.5, giving an Attention Score of (4.5 / 10.0) x 100 = 45. A second placement runs shorter, at 6.0 seconds exposed, but holds 3.9 attentive seconds, giving (3.9 / 6.0) x 100 = 65. The planner shifts budget toward the second placement even though its raw dwell time is lower, because a larger share of that exposure was actually attended.
How it is used
Planners pull attention scores alongside viewability and reach data at the placement or format level, then reallocate spend mid-flight toward units with higher attention density rather than higher raw viewability or CPM efficiency. It is most useful for comparing formats that differ in size, duration, or environment, where viewability alone can't distinguish a skippable pre-roll from a large-format takeover. The recurring mistake is pulling attention scores from different vendors (Lumen, Adelaide, TVision, Amplified Intelligence) into one ranking table as if the underlying panels and methodology were interchangeable.
The common mistake
Attention Score is not interchangeable with viewability; a 100% viewable placement can carry a low attention score, so it must be read as a separate KPI, not a refinement of the viewability number.