Spread
Spread looks at the main points that attract predicted attention and measures how close together they are. It is highest when attention gathers on one main area; more competing areas lower it, especially when they sit far apart. Together with Focus, it makes up Clarity.
What it measures
Spread measures how close together the main points of predicted attention are. These are the places on your creative that are likely to pull the eye the most.
What feeds it
Spread is computed from the main attention points found on the predicted attention map of your creative as shown, inside the platform's screen if you picked one. These points are similar to the hot spots you see on the gaze plot.
How it's built
- Spread is highest when attention gathers on one main area.
- More competing areas lower it. Points close together score higher than points scattered across the frame.
- The result is positioned against reference creatives of the same media type.
Spread is one of the two parts of Clarity. The other is Focus.
Scale and direction
How close together the main points of predicted attention are; highest when attention gathers on one main area.
Higher means better-grouped attention. Despite its name, a high Spread is good: it means attention is not spread out. You find Spread in the Metrics panel, with a benchmark value and the difference to it when the study has a comparison group.
Image vs video
The calculation is the same for images and videos. For videos, the overall value summarises the whole video.
Platforms
Spread is very sensitive to platform framing. An interface element, such as a button, a caption or a profile picture, can become an extra attention point far from your focal area. One extra point far from your focal area can lower Spread noticeably.