---
id: "action-content-choice-live-events"
type: "action-item"
source_timestamps: ["¶17"]
tags: ["live-streaming", "attention-economy"]
related: ["concept-ad-content-choice", "framework-ad-control-deployment", "question-multiscreen-continuous-processing"]
action: "Offer content choice rather than timing choice during live events to capture peak attention."
outcome: "Maximizes the value of ad impressions during peak engagement windows while maintaining user autonomy."
speakers: ["Siddharth Bhattacharya", "Debashish Ghose", "Gordon Burtch"]
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-70-consumers-control-over-ads"
sourceUrl: "https://hbr.org/2026/06/research-when-consumers-have-more-control-over-ads-they-respond-better"
sourceTitle: "Research: When Consumers Have More Control Over Ads, They Respond Better"
---
# Use Content Choice During High-Engagement Live Events

## Action: Use Content Choice During High-Engagement Live Events

During highly engaging moments — live sports, or the run-up to an encore — user attention is at its peak value. Do **not** offer [[concept-ad-timing-choice]] here, because deferring the ad wastes this premium attention window.

**Instead:** offer [[concept-ad-content-choice]] to keep the ad anchored in the high-value moment while still granting user agency.

**Action:** Offer content choice rather than timing choice during live events to capture peak attention.

**Outcome:** Maximizes the value of ad impressions during peak engagement windows while maintaining user autonomy.

This is axis 2 (attentional situation) of [[framework-ad-control-deployment]]. It also connects to the open question about multi-screen [[question-multiscreen-continuous-processing]], since 'peak attention' can be diluted by second-screen behavior.