Passive and Active Attention to Baseball Telecasts: Implications for Content (Re-)Design

Abstract

Do TV program features affect consumer viewing and attention behaviors differently? How should a planner design TV contents to increase viewer engagement to programs and commercials? Using unique individual-level data containing high-frequency logs which detail whether viewers are {\em passively} or {\em actively} paying attention while watching TV, we study how gameplay features, including suspense and surprise, influence viewers' attention levels. Overall, only a small fraction of viewers are actively paying attention, and viewers value suspense over surprise. Viewers pay less attention during commercials, but they do not walk away from the TV or "zap" to another station.
These results have implications for content design, as reshuffling commercials to the most suspenseful moments in the game attracts more attention. While shortening baseball games has ambiguous effects on attention, a "mercy rule" (which selectively shortens less competitive games) has sizeable effects on attention.

Keywords: Attention, Suspense, Surprise, Contents Design