Creative testing results
The National Lottery
Large Cheque - Win
August 8, 2025
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
The National Lottery
Campaign
Large Cheque - Win
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
1
seconds
Ad size
9:16
Ad length
16
seconds
Market
Global
Age group
18 - 24, 25 - 34, 35 - 44, 45 - 54, 55+
Gender
Both
All
Platform:
Snapchat
Format:
commercial
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
92.23
Benchmark:
35.84
Your creative
Benchmark
0
100
92.23
Benchmark:
55.18
Your creative
Benchmark
0
100
92.23
Benchmark:
49.67
Your creative
Benchmark
0
100
92.23
Benchmark:
41.06
Your creative
Benchmark
0
100
92.23
Benchmark:
53.77
Your creative
Benchmark
0
100
92.23
Benchmark:
32.26
Your creative
Benchmark
0
100
92.23
Benchmark:
46.54
Your creative
Benchmark
0
100
92.23
Benchmark:
43.82
Your creative
Benchmark
0
100
92.23
Benchmark:
40.6
Your creative
Benchmark
0
100
92.23
Benchmark:
75.59
Your creative
Benchmark
0
100
92.23
Benchmark:
49.14
Your creative
Benchmark
0
100
92.23
Benchmark:
57.38
Your creative
Benchmark
0
100
92.23
Benchmark:
56.21
Your creative
Benchmark
0
100
Overall attention score for the creative on the selected platform and format. The decay-weighted attention volume score indicates how well your ad holds audience attention over time, while giving more emphasis on attention captured early where people are most engaged.
Active attention
14.77
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.56
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
0.67
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
TikTok
Format:
in-feed
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
74.7
Benchmark:
35.84
Your creative
Benchmark
0
100
74.7
Benchmark:
55.18
Your creative
Benchmark
0
100
74.7
Benchmark:
49.67
Your creative
Benchmark
0
100
74.7
Benchmark:
41.06
Your creative
Benchmark
0
100
74.7
Benchmark:
53.77
Your creative
Benchmark
0
100
74.7
Benchmark:
32.26
Your creative
Benchmark
0
100
74.7
Benchmark:
46.54
Your creative
Benchmark
0
100
74.7
Benchmark:
43.82
Your creative
Benchmark
0
100
74.7
Benchmark:
40.6
Your creative
Benchmark
0
100
74.7
Benchmark:
75.59
Your creative
Benchmark
0
100
74.7
Benchmark:
49.14
Your creative
Benchmark
0
100
74.7
Benchmark:
57.38
Your creative
Benchmark
0
100
74.7
Benchmark:
56.21
Your creative
Benchmark
0
100
Overall attention score for the creative on the selected platform and format. The decay-weighted attention volume score indicates how well your ad holds audience attention over time, while giving more emphasis on attention captured early where people are most engaged.
Active attention
9.15
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.07
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
6.77
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Instagram
Format:
stories
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
70.27
Benchmark:
35.84
Your creative
Benchmark
0
100
70.27
Benchmark:
55.18
Your creative
Benchmark
0
100
70.27
Benchmark:
49.67
Your creative
Benchmark
0
100
70.27
Benchmark:
41.06
Your creative
Benchmark
0
100
70.27
Benchmark:
53.77
Your creative
Benchmark
0
100
70.27
Benchmark:
32.26
Your creative
Benchmark
0
100
70.27
Benchmark:
46.54
Your creative
Benchmark
0
100
70.27
Benchmark:
43.82
Your creative
Benchmark
0
100
70.27
Benchmark:
40.6
Your creative
Benchmark
0
100
70.27
Benchmark:
75.59
Your creative
Benchmark
0
100
70.27
Benchmark:
49.14
Your creative
Benchmark
0
100
70.27
Benchmark:
57.38
Your creative
Benchmark
0
100
70.27
Benchmark:
56.21
Your creative
Benchmark
0
100
Overall attention score for the creative on the selected platform and format. The decay-weighted attention volume score indicates how well your ad holds audience attention over time, while giving more emphasis on attention captured early where people are most engaged.
Active attention
8.86
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.06
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
7.08
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Facebook
Format:
stories
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
70.17
Benchmark:
35.84
Your creative
Benchmark
0
100
70.17
Benchmark:
55.18
Your creative
Benchmark
0
100
70.17
Benchmark:
49.67
Your creative
Benchmark
0
100
70.17
Benchmark:
41.06
Your creative
Benchmark
0
100
70.17
Benchmark:
53.77
Your creative
Benchmark
0
100
70.17
Benchmark:
32.26
Your creative
Benchmark
0
100
70.17
Benchmark:
46.54
Your creative
Benchmark
0
100
70.17
Benchmark:
43.82
Your creative
Benchmark
0
100
70.17
Benchmark:
40.6
Your creative
Benchmark
0
100
70.17
Benchmark:
75.59
Your creative
Benchmark
0
100
70.17
Benchmark:
49.14
Your creative
Benchmark
0
100
70.17
Benchmark:
57.38
Your creative
Benchmark
0
100
70.17
Benchmark:
56.21
Your creative
Benchmark
0
100
Overall attention score for the creative on the selected platform and format. The decay-weighted attention volume score indicates how well your ad holds audience attention over time, while giving more emphasis on attention captured early where people are most engaged.
Active attention
8.66
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.06
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
7.29
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Pinterest
Format:
standard video
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
55.24
Benchmark:
35.84
Your creative
Benchmark
0
100
55.24
Benchmark:
55.18
Your creative
Benchmark
0
100
55.24
Benchmark:
49.67
Your creative
Benchmark
0
100
55.24
Benchmark:
41.06
Your creative
Benchmark
0
100
55.24
Benchmark:
53.77
Your creative
Benchmark
0
100
55.24
Benchmark:
32.26
Your creative
Benchmark
0
100
55.24
Benchmark:
46.54
Your creative
Benchmark
0
100
55.24
Benchmark:
43.82
Your creative
Benchmark
0
100
55.24
Benchmark:
40.6
Your creative
Benchmark
0
100
55.24
Benchmark:
75.59
Your creative
Benchmark
0
100
55.24
Benchmark:
49.14
Your creative
Benchmark
0
100
55.24
Benchmark:
57.38
Your creative
Benchmark
0
100
55.24
Benchmark:
56.21
Your creative
Benchmark
0
100
Overall attention score for the creative on the selected platform and format. The decay-weighted attention volume score indicates how well your ad holds audience attention over time, while giving more emphasis on attention captured early where people are most engaged.
Active attention
2.03
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
9.57
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.4
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Recommendations
Actionable guidance to optimise media choices and enhance creative effectiveness based on your results.
Media recommendations
If creative cannot be changed, which media choices maximise attention?
Recommended format
Snapchat
commercial
With 14.77 seconds of Active Attention, Snapchat commercial delivers the strongest potential for a category leader to drive brand-building goals. More than 92% of the ad is actively viewed, ensuring the message is absorbed before users scroll, skip, or disengage.
Complementary format
TikTok
in-feed
A well-suited supporting platform to extend engagement and reach is Tiktok in-feed. With 9.15 seconds of Active attention and 0.07 seconds of Passive attention, it reinforces awareness effectively.
Reconsider format
Pinterest
standard video
With just 2.03 seconds of Active Attention, this format is ineffective for brand awareness, regardless of brand size. Reconsider formats offering less than 2.5 seconds of Active Attention, as they fail to sustain audience engagement before viewer drop-off.
Creative recommendations
If you can't influence the media, but can influence the creative.
Branding
Strong
As a category leader in an awareness campaign, branding within 2 sec reinforces recognition and builds mental availability. No changes needed.
Ad length and format
Ineffective
Longer ads lose attention quickly on high-scroll formats, making them poor for upper funnel objectives. Switch to high-retention formats.