# MediaPost: IPG Lab Measures TV 'Attention,' Finds Similar Levels To Digital

March 19

By Joe Mandese, [MediaPost](https://www.mediapost.com/publications/article/333403/ipg-lab-measures-tv-viewability-finds-similar-l.html)

In a development that could change the way some in the ad industry think about the concept of “attention,” the IPG Media Lab has released a **[study](https://www.tvviewability.com/)** purporting to compare TV’s ad attention with that of digital’s and it found they’re actually not that different.

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Read the full article in [MediaPost](https://www.mediapost.com/publications/article/333403/ipg-lab-measures-tv-viewability-finds-similar-l.html) and press release at [IPG Media Lab](https://magnaglobal.com/media_trials/quantifying-tv-viewability/).

## 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.

[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.

[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)  
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.