# 2018 Attention Madness, Sweet 16 & Elite 8

March 27

By [Tristan Webster](https://www.linkedin.com/in/tristanw/), VP of Client Solutions

After two more rounds of March Madness, I'm back with attention trends that impact TV advertisers. Attention aside, week two of the tournament came with the Cinderella Story of Loyola-Chicago as the whole country rallied behind [Sister Jean](https://www.cnn.com/2018/03/26/sport/sister-jean-stealing-the-show-at-ncaa-tournament/index.html).

### Insight #1

We saw many trends continue from the first weekend: upsets resulted in **21% higher attention** levels and the **evening games were much friendlier to advertisers** than those that ran during the day.

### Insight #2

While the games got more hotly contested over the course of the tournament, **attention to the Sweet 16 was almost 10% higher than the more-coveted Elite 8** due to the downside of daytime programming. Even we were a bit surprised at that one.

### Insight #3

One thing that can't be debated? The whole country is going to be watching closely as Loyola-Chicago fights to make their return to the Championship for the first time since 1963. Two of the Top 5 most attention-grabbing games were from Loyola. It seems that no one cares about these #1 seeds.

Looking for the analysis from the rounds of 64 and 32?
[Click here](/content/2018-attention-madness-round-1/index.html).

## More resources from TVision

[TVision's New TV Attention and Creative Impact Report](/content/resources/tvisions-new-tv-attention-and-creative-impact-report/index.html)

Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.

[Read More](/content/resources/tvisions-new-tv-attention-and-creative-impact-report/index.html)

[TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](/content/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology/index.html)

Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform.

[Read More](/content/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology/index.html)

[TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](/content/resources/tvisions-new-state-of-streaming-report-h2-2025/index.html)

[Read More](/content/resources/tvisions-new-state-of-streaming-report-h2-2025/index.html)