Understanding TV Attention for Vivo Pro Kabaddi League

Vivo Pro Kabaddi League Season 8 Delivers TV Attention

In this report, we dive into TV viewer attention and engagement with ads in India. We examined Attention to Duration (ATDI) across various lenses – genre, program, pod duration, as well as what creative elements drove attention to PKL.

ATDI measures how effectively a specific ad keeps a viewer’s eyes on the TV relative to the duration of the commercial.

This report includes the following analysis of TV viewing in India for PKL specifically:

• PKL has high Attention compared to other genres and impact shows, including the PPL show on Kabaddi.
• Shorter pod durations lead to high Attention for PKL.
• POD position in PKL has minimal impact on Attention.
• Ads on PKL capture Attention best.
• Specific creative elements drive high Attention to ads during PKL.