ATTENTIONAL RESPONSES AND COGNITIVE LOAD DURING 2× SPEED ADVERTISING VIEWING

The playback speed of audiovisual content modulates cognitive processing, although its specific implications for advertising effectiveness remain insufficiently characterized. Despite the growing normalization of accelerated consumption, the question remains whether the visual system maintains a level of engagement compatible with effective message processing. This study explores the impact of accelerated playback (2×) on the attentional mechanisms involved in viewing audiovisual advertising. An experimental study was conducted with a sample of N=172 participants randomly assigned to one of the two conditions: normal speed (1×) and accelerated speed (2×). Six video advertisements (15–30 s) were presented in randomized order. Visual attention was assessed using eye-tracking data. After viewing the videos, participants completed a self-report questionnaire assessing subjective measures. Analysis focused on oculomotor dynamics, integrating metrics of visual exploration, blinking, and pupillary response with self-reported comprehension, recall, and credibility. By framing these metrics within a neurocognitive perspective, the study aimed to assess whether temporal acceleration induces attentional overload or, alternatively, whether the visual system exhibits functional adaptability. The approach allowed to examine the possible dissociation between physiological indicators of cognitive effort and the subjective effectiveness of message processing. Results indicate that accelerated playback significantly reduces spontaneous blink rate, whereas pupil dilation remains unaffected. Perceived credibility and comprehension were higher in the standard playback condition (1×). This work contributes to defining the conceptual and methodological framework for analyzing accelerated audiovisual consumption in advertising contexts, with relevant implications for understanding visual engagement and optimizing communication strategies in digital environments.