Overall, there is interest in attention on both the buy and sell side as a possible step further for the industry surveys. There are useful planning applications if it is an additional metric, a measure of ‘quality’. It’s role as trading currency is less clear. If it is integrated with exposure metrics to measure actual ‘eyes on screen’, then this will produce lower ratings and currencies are largely funded by media owners, who will be reticent to invest more to measure less. This could be overcome by an agreement to recalibrate the ratings, but more problematic would be trading on attention metrics for spots themselves. It can be argued that it is the role of the ad creative to secure attention to the opportunity the media owner has provided. Meanwhile the potential load placed on panel members themselves in terms of additional technology and tasks needs to be borne in mind in an era of declining response rates for panels.