YouTube users are 1.5 times more attentive and engaged in advertising than TV viewers, according to research conducted in partnership with General Motors Europe, Motorola, media agency MindShare and the Online Testing Exchange. An article on New Media Age says the research used eye tracking and biometric data to reveal the brand impact of YouTube ads. The popular video sharing site can also allow access to elusive audiences like young men and infrequent TV viewers. Motorola's brand metrics increased by four times and GM Europe's metrics rose three-fold when YouTube impressions were combined with TV.