How T-Mobile Uncovered Demographic Differences in Audience Attention
How T-Mobile Uncovered Demographic Differences in Audience Attention
December 13
If your brand knows which audiences are paying attention to your messaging—alongside when their attention is captured—you’re able to understand which creative elements really resonate with your target demographics. Through our second-by-second analysis of viewer attention for a recent T-Mobile advertisement, TVision was able to show that female viewers paid 23% more attention than male viewers overall.
You can see the analysis of the T-Mobile iPhone ad below. The commercial follows two parents taking a walk by the sea who learn, via Instagram on their phone, that their son has skipped college orientation to attend a beach party instead.
Our second-by-second data showed that women paid 23% more attention than men to the ad overall, and that music cues and segments featuring the beach setting created attention spikes from both men and women. Audiovisual cues, such as when the featured college student snaps a picture to post online, drew more attention from women.
Additionally, elements that captured attention from both men and women included a buy-one-get-one-free offer midway through the ad, alongside a text-message audiovisual cue toward the ad’s close.
For brands like T-Mobile, understanding if your target audience is the one paying attention to your ad can help you better understand the impact of your creative, and understand where to invest for future campaigns.
Learn more about viewer attention —Download our Q3 2018 Eyes-on-Screen TV Attention™ Report.
More resources from TVision
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.
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.