Example report · a Swedish display campaign, spring 2026, anonymised: brand, category, period, publishers, volumes and prices changed attexdata.ai
Sweden Audience · men 25+ Human attention data collected 1 April to 31 May 2026 Example report, anonymised · November 2026

Measured human attention.

Consumer electronics brand · display campaign · Sweden · April to May 2026. Index 105 against ATTEX human attention data.

Reported impressions
8,844,170
ATTEX human attention data
225,361
the campaign's reference, April to May: desktop 219,674 · mobile 5,687 — not the campaign's own impressions
ATTEX human attention data · Sep 2024 – Sep 2026
12,721,318
impressions in the panel — the base for audience, industry and season
Respondents
439
contributed impressions in the campaign window, desktop and mobile
Every figure in the report, ready to open in Excel — summary, publishers on desktop and mobile, drivers and method.
§ 01Summary

Desktop well above average —
yet the more expensive channel

TL;DR.

Attention. The display buy got attention on 28.4% of impressions against 27.0% for the ATTEX reference average: index 105. Desktop index 132 on 31% of volume, mobile index 101 on 69%; when attention occurs it lasts 1.32 s against the average's 1.07 s. Cost. 1,000 impressions with attention cost 304 SEK where attention is measured — mobile 243 SEK, desktop 566 SEK.

Attention · display
105index
28.4% against the average 27.0%
Attention · mobile
101index
33.8% against the average 33.5%
Attention · desktop
▲ 132index
16.1% against the average 12.2%
Attention time
▲ 123index
1.32 s against the average 1.07 s

Attention per SEK

SEK per 1,000 impressions with attention measured 304 SEK
Cheapest: Aftonbladet mobile205 SEK
Display mobile, volume-weighted243 SEK
The whole display buy*318 SEK
Display desktop, volume-weighted566 SEK
Costliest: Expressen desktop677 SEK
SEK per 1,000 attention seconds measured 256 SEK
Cheapest: Aftonbladet mobile179 SEK
Display mobile, volume-weighted204 SEK
The whole display buy*254 SEK
Display desktop, volume-weighted488 SEK
Costliest: Expressen desktop756 SEK
§ 02Publishers

Aftonbladet above average on both screens —
Expressen only on desktop

Desktop15 of 365 publishers, 53% of the desktop volume. Index against the ATTEX reference average for desktop (12.2%).
50100150200— — index 100 · ATTEX reference average for desktop1%2%5%10%20%Share of campaign volumeAttention indexKlartGPSvDDNtv.nuAftonbladetblocket.seExpressenhitta.seDi
§ 02 · Publishers · desktop · table
PublisherImpressionsShareViewabilityAttentionAttention timeCPM, SEKaCPM, SEKSEK per 1,000 sIndex
expressen.se438,26220.4%58.5%14.6%0.77 s99677756120
aftonbladet.se344,17916.0%63.9%16.5%1.48 s95572376136
gp.se116,3555.4%66.4%20.3%1.11 s96476450166
klart.se53,4992.5%63.3%23.0%0.94 s45197154189
nyheter24.se33,7321.6%58.1%16.6%0.67 s92554851136
tv.nu25,8231.2%69.1%16.6%0.97 s49295349136
di.se22,9181.1%68.5%5.4%1.31 s781,4491,15044
hitta.se21,4291.0%54.9%5.7%0.91 s1131,9691,72947
dn.se18,2070.8%67.6%19.0%0.98 s99519373156
svd.se16,6070.8%65.8%19.5%1.52 s48247156160
ratsit.se14,7840.7%29.8%18.0%0.74 s47261270148
familjeliv.se12,8200.6%68.6%19.4%0.54 s80412450159
byggahus.se5,5520.3%69.0%10.0%1.29 s8989438482
mitti.se4,5840.2%60.8%12.3%0.40 s856871,513101
blocket.se2,7610.1%62.3%14.3%1.45 s24168107117
sweclockers.com114,0175.3%63.2%11.0%*1.73 s89809*467*–
Weighted, desktop 1,131,512 – – 16.1% 1.06 s 91566488132
* Predicted level: publisher without data of its own in the panel.
§ 02 · Publishers · mobile
MobilePublishers with data of their own in the panel, 48% of the mobile volume. Levels against the ATTEX reference average for mobile (33.5%).
10%20%30%40%50%60%— — 33.5% · ATTEX reference average for mobile20%Share of mobile volumeAttentiondagensps.se · 53.4%omni.se · 42.8%GP · 41.8%hitta.se · 39.7%Klart · 39.0%Aftonbladet · 37.6%Expressen · 27.1%Di · 22.6%
§ 02 · Publishers · mobile · table
PublisherImpressionsShare of mobileAttentionAttention timeCPM, SEKaCPM, SEKSEK per 1,000 s
expressen.se976,49920.2%27.1%1.87 s82304209
aftonbladet.se902,25718.7%37.6%1.23 s77205179
gp.se295,8356.1%41.8%0.92 s91218274
hitta.se85,5501.8%39.7%0.57 s100252417
klart.se28,5690.6%39.0%0.92 s69176121
di.se22,7400.5%22.6%1.11 s98433340
dagensps.se15,2910.3%53.4%2.08 s8816654
omni.se12,8070.3%42.8%0.65 s99231355
sweclockers.com385,4618.0%30.3%*1.27 s72237*187*
feber.se192,5294.0%30.3%*1.27 s73241*190*
nyheter24.se157,0483.3%30.3%*1.27 s91299*236*
idg.se140,8012.9%30.3%*1.27 s104343*271*
vk.se96,6642.0%30.3%*1.27 s93306*242*
Weighted, mobile 2,339,548 48.5% 33.8% 1.43 s 82243204
* Predicted level: publisher without data of its own in the panel.
§ 03Drivers of attention

What drove attention

The media buy did the work: the placements gave +5% attention and +23% attention time against the reference average. Men 25+ are slightly harder to reach — −11% attention on the same ad slots — but once they look, they look longer (+13%). The pull of electronics brands (+2.0%) and the spring period (+6%) play in at the margin, not in the outcome.

The media buy · what is chosen in the plan The industry · consumer electronics brands Audience · men 25+ Season · when the campaign ran
#DriverGroupAttentionAttention time
01The placementThe media buy+5%+23%
02The audienceAudience−11%+13%
03Industry pullThe industry+2.0%confidence 68%No measurable effect
04When the ads ranSeason+6%confidence 85%+2.9%confidence 72%
The audience splitMen 25+ in three age groups · same ad slots · desktop
Against other respondents
index 100 = other respondents, mainly women
index 10074107Men 25–3958 respondents91117Men 40–5466 respondents108126Men 55+43 respondents
Electronics ads against other ads
index 100 = other ads in the same group
index 100141116Men 25–3929 respondents119113Men 40–5448 respondents104109Men 55+26 respondents
AttentionAttention time
§ 04The whole delivery

The whole delivery, row by row

The whole delivery
Part of the deliveryImpressionsShareViewabilityAttentionWith attentionAttention timeBasis
Display, known publisher6,976,33179%61.6%28.4%1,979,4231.32 sMeasured
Display without a reported publisher979,51311%54.1%29.9%293,2321.34 sPredicted
Video · news sites (in-stream)888,32610%–22.5%200,2292.88 sIndication
The whole delivery8,844,170100%––––
MeasuredAttention measured in the panel on the same publisher and ad format as the campaign.
PredictedThe ATTEX reference level for the format times the report's factors for industry and audience. Marked with * in the tables.
IndicationReference from a similar format, thinner data.
§ 05Next steps

Four moves for the next campaign

Calculated on the report's own levels — volume that is moved, not budget that is added.

01

Mobile: choose the slots on Expressen with care. Expressen carries 20% of the mobile volume but sits below the average on mobile (27.1% against 33.5%) while desktop sits above it. Choose the slots on Expressen with care — at Aftonbladet's mobile level (37.6%), mobile attention would have been 6% higher.

Desktop index–
Attention–
More impressions with attention–
02

Desktop: lift the weakest. hitta.se and Di sit at index 47 and 44 but carry only 2% of the desktop volume. Moved to DN, SvD and GP (index 156 to 166), that volume gives 3% more impressions with attention on desktop.

03

Desktop: a shorter look. When attention occurs on desktop it lasts 1.06 s against the reference's 1.29 s (index 82), while mobile sits at index 146. The ad slots are well chosen; review the desktop creative before the next campaign.

04

Budget: buy attention where it is cheap. On mobile, 1,000 impressions with attention cost 243 SEK against 566 SEK on desktop.

§ 06Method

How the report is built

What is measured. Attention = the share of impressions where the ad slot received attention for at least 80 ms. Attention time = how long attention lasts once it occurs. Attention is stricter than viewability, which only measures whether the pixels were on screen.
Source. ATTEX human attention data for Sweden, desktop and mobile: 225,361 measured display impressions from 1 April to 31 May 2026. This is the reference — attention measured in the campaign's environments and formats, not its own impressions. Delivery and viewability come from Adform, whose export holds domain, format, tracked impressions, clicks and viewability — not reach, frequency, demographics, cost or time of day, so the report cannot answer them. Adform does not separate app from mobile web; the mobile levels are mobile web; the ATTEX in-app reference for the same formats is 33.1%.
Index. 100 = the ATTEX reference average for the same measure and environment: attention 12.2% on desktop and 33.5% on mobile, attention time 1.07 s. Index 150 means 1.5 times the reference average's level on the same measure.
Audience. The campaign's audience is men 25+, in § 03 split into three age groups (25–39, 40–54, 55+) against the other respondents, mainly women. Attention is recalculated for the group against the others on the same ad slots, on desktop where the data allows format control, over twelve months and all campaigns: 0.89× against the others. Mobile (0.90×) without format control and a shorter history. The campaign's reference rests on 156 desktop and 75 mobile respondents; the audience test on 226, 163 of them men 25+. Whether the campaign's impressions reached men is not in the Adform report.
How respondents are weighted. Each respondent's own level is calculated first. The respondents are then weighted by how many impressions each contributes, up to a cap — so that neither heavy users nor single impressions decide a result.
How the result is attributed. The placement is the whole measured uplift against the ATTEX reference average — publisher and ad slot are measured together. The industry, the audience and the season are separate measurements on the same ad slots and are shown as results only when they are established (at least 90% confidence), and as indications, with the confidence stated, when they are weaker; where the data does not suffice, it says so.
Attention per SEK. CPM per domain and ad format from the Adform export; cost = CPM × impressions. aCPM is the cost per 1,000 impressions with attention, SEK per 1,000 seconds the cost per 1,000 attention seconds, both calculated impression by impression on the report's levels. Publishers without data of their own in the panel are predicted at the ATTEX reference level for the platform times the report's factors for industry and audience; the season is part of the reference.