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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) spend 126 minutes watching TV each day which means they are exposed to a total of 11 minutes of advertising.

However, people often look away from the TV when the advertising comes on (to check their phone or talk to someone) which means that they only actually watch about 3 minutes of advertising.

The most effective TV advertising grabs people's attention quickly and holds their attention so that they watch the ad instead of being sidetracked by something else.