## Digiday: Attention metrics vie for the industry's, well, attention

May 13

As Attention metrics gain traction as [a new form of ad currency,](https://www.tvisioninsights.com/resources/adage-anheuser-bush-uses-ae-targeting-tool-to-guarantee-people-are-actually-watching-tv-ads) the industry is increasingly considering the impact of attention measurement on cross-platform campaign effectiveness and performance.

Digiday reporter Michael Burgi examined the role [attention can play in improving ad performance and measurement.](https://digiday.com/marketing/media-buying-briefing-attention-metrics-vie-for-the-industrys-well-attention-will-it-take-root/) He writes, "Attention metrics tend to help brands that have latent sales cycles (such as CPG) and less effective data feedback loops that aren’t closed."

Max Kalehoff, VP of Marketing and Growth at RealEyes, explains in the article, that attention metrics are a step beyond viewability. They help to answer "‘Did your brand message create attention? Did it reach an attentive audience? Did it create a desire?’”

[Read the full article on Digiday](https://digiday.com/marketing/media-buying-briefing-attention-metrics-vie-for-the-industrys-well-attention-will-it-take-root/) (paywall).

### More resources from TVision

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

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](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025)

[VideoAmp and TVision Expand License Agreement to Include CTV Co-viewing Data](https://www.tvisioninsights.com/resources/videoamp-and-tvision-expand-license-agreement-to-include-ctv-co-viewing-data)

Today TVision, the company measuring every second of TV and CTV viewer engagement, and VideoAmp, the tech-first measurement company, announced an expanded licensing agreement that delivers TVision’s industry-leading, person-level calibration data for CTV to VideoAmp. The new deal expands an existing agreement between the two companies for Linear data.

[Read More](https://www.tvisioninsights.com/resources/videoamp-and-tvision-expand-license-agreement-to-include-ctv-co-viewing-data)

[2026 Super Bowl: The Top Ads For Viewer Attention; Plus More Game Data from TVision](https://www.tvisioninsights.com/resources/2026-super-bowl-the-top-ads-for-viewer-attention-plus-more-game-data-from-tvision)

TVision reveals the top ads based on attention from the 2026 Super Bowl, how viewers watched the game, which demos paid the most attention, whether Bad Bunny kept viewers' attention, and more.

[Read More](https://www.tvisioninsights.com/resources/2026-super-bowl-the-top-ads-for-viewer-attention-plus-more-game-data-from-tvision)