Gradul in care este probabil ca un consumator aflat in targetul campaniei sa acorde atentie unei reclame pe un anumit canal mediatic; de exemplu, probabilitatea ca atentia audientei unei reclame la un nou sampon sa fie mai mare intr-o revista de femei decat intr un cotidian.
The degree to which a target consumer is likely to pay attention to an advertisement in a particular media outlet; for example, the audience attention probability of an advertisement for a new shampoo is likely to be greater in a women's magazine than in a daily newspaper.
