AdWeek: It's Super Bowl Sunday: Do You Know Where Their Eyeballs Are?
AdWeek: It's Super Bowl Sunday: Do You Know Where Their Eyeballs Are?
February 10
in AdWeek, OMD USA's Chief Data and Technology Officer Sebastien Hernoux, uses TVision's data to explain how viewer attention indicates just how impressive the Super Bowl is in terms of advertising impact.
With its massive audience and high attention for advertisements, the Super Bowl gives advertisers a perfect platform to reach a large and highly engaged audience, especially among the coveted 18-34 year old demo. Sebastian writes, "For example, from 2019-2021, people in the 18-34 demo found Super Bowl ads to be more engaging than the game itself. Their TVision Attention Index, which measures the proportion of time viewers spend with their eyes on the screen, was 114.0 for the ads, but only 112.1 for the game itself."
Want to learn more about how viewers pay attention to the Super Bowl? Join TVision online on Thursday, February 17 at 12 ET. We will review our insights from the 2022 Super Bowl, including the top ads that captured attention, and our insights on how viewers watched the Super Bowl - including co-viewing and streaming.
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More resources from TVision
TVision's New TV Attention and Creative Impact Report
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.
TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology
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.