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# Attention metrics are a proxy, not the full picture, argues new framework
- URL: https://www.medianexis.com/attention-metrics-are-a-proxy-not-the-full-picture-argues-new-framework/
- Published: 2026-10-27T21:38:29.000Z
- Updated: 2026-10-27T21:38:29.000Z
- Description: TVREV’s Sofie Sue Rutgeerts argues that attention is only the middle step in a three-part chain, with motivation priming exposure and memory determining whether it matters.
- Author: The Signals Desk
- Tags: Measurement, Sofie Sue Rutgeerts, TVREV op-ed on attention vs motivation/memory

**Why it matters.** Buyers who optimize media plans purely for attention seconds risk overvaluing the easiest-to-count metric while undervaluing the memory effects that actually drive purchase decisions.

*Signal from* [*TVREV*](https://tvrev.com/?ref=medianexis.com) *·* [*Sofie Sue Rutgeerts*](https://www.medianexis.com/tag/by-sofie-sue-rutgeerts/) *·* [*read the original*](https://www.tvrev.com/news/attention-is-the-middle-step-motivation-and-memory-decide-what-its-worth?ref=medianexis.com)*.*