It should come as no surprise that advertisers spend millions of dollars each year studying the science of attention, both through empirical research and testing with target audiences. One add company's motto is "6. 5 seconds." That motto is based on their research indicating that the typical viewer really pays attention to only 6.5 seconds of any TV ad. Their goal is to "capture the consumers' attention and motivate them to act" in that brief time. They want to ensure that we spend our 6.5 seconds of attention on the product and not the problem.

Possible Preaching Angles: What is quickly and quietly grabbing your attention in less than 6.5 seconds?