Attention is calculated based on how many people are looking at the screen.
How the science works...
Attention is a measure of aggregated distraction frequency - how often participants disengage and look away from the screen. This happens naturally, regardless of content, but the rate increases when participants are bored or not emotionally engaged. Therefore, we score based on the rate of look-away events compared to baselines for stimulating and boring content.
We found that distraction events are the best indicator of how visual attention relates to emotional engagement.