The Brands and Ads That Captured Attention in December 2021
The Brands and Ads That Captured Attention in December 2021
January 26
To effectively breakthrough and capture attention to ads, marketers must combine the right mix of well-performing media, on the appropriate networks, apps, and dayparts, with creative that is contextually relevant, and engaging. TVision's second-by-second, eyes-on-screen attention data enables marketers to understand just how well their ad campaigns and specific creative pieces are performing.
TVision's Creative Attention Score (CAS) measures how well a specific piece of creative captures attention compared to other ads that ran in the same pod. This breakthrough score allows marketers to understand ad impact, and better predict wear-out. Here are the top ads for December 2021 based on CAS for male, female and general audiences.
Top Ads by Creative Attention Score
Creative Attention Score measures an ad's ability to break through compared to other ads that ran in the same pod.
Top Ad Overall
| Brand: | |
| Creative Attention Score | 109.4 |
Top Ad, Male
| Brand: | |
| Creative Attention Score | 111.6 |
Top Ad, Female
| Brand: | |
| Creative Attention Score | 111.9 |
Top Brands for Ad Attention
Ad Attention reflects the percent of attention viewers pay to a brand's campaigns. The average TV ad captures 41% attention on linear TV.
We also measure how well a brand captures attention across all its TV campaigns. This insight helps marketers understand how their ad investments measure up against competitors, and how efficient their overall campaigns are at engaging consumers. In December 2021, brands like TREMFYA, Centrum, Secret and Best Buy all broke through with campaigns and creative that engaged their intended audiences. Read on to see the Top 5 Brands for attention.
TREMFYA
| Attention | 43.9% |
QVC
| Attention | 43.4% |
Cologuard
| Attention | 42.5% |
H&R Block
| Attention | 42.2% |
IBM
| Attention | 42.2% |
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.