At the measurement level, we define attention uniquely by platform.
For TV;
1) active attention, eyes on screen
2) passive attention, in room but looking away from screen (e.g. second screening with mobile device)
3) non-attention, not in room.
Mobile / desktop;
1) active attention, eyes on screen, eyes on ad
2) passive attention, eyes on screen but not on ad
3) non-attention, eyes not on screen at all.
This data can then be used to identify attention paid at a platform and format level as well as a variety of mediating factors such as context, demographics and creative nuances.