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This finding, featured in 'The Challenge of Attention', is a reminder that advertising is not an important part of most people's lives. People (in the UK) are exposed to 84 minutes of advertising each day but they only pay attention to it for 9 minutes (which is just 1% of the time they are awake).

For advertising to be highly effective, it needs to connect with people emotionally so that they want to pay attention to it. This can only be achieved by understanding what people truly care about and showing, in the advertising, why the brand is relevant to this.