(Really) Know Your Audience with TVision Attention Data

September 13

Did you watch the Royal Wedding this past May? Whether you watched it on broadcast networks like CBS or ABC, cable news stations like Headline News or MSNBC, or entertainment channels like Lifetime and E!, we’re betting you were glued to the screen.

TVision’s national opt-in panel uses computer vision technology to measure how effectively a specific program keeps a viewer’s eyes on the TV screen while the viewer is in the room with the TV on. For the Royal Wedding, we started by looking at audience attention by channel:

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We then took it one step further. We asked ourselves if Meghan Markle fans would pay more attention to the Royal Wedding. To do this, we measured panelist attention during the wedding of Prince Harry to Meghan Markle, former star of the USA Network drama Suits. We created and compared two segments of Royal Wedding viewers: people who had watched Suits versus those who hadn’t, then looked at the results. In this case, would past behavior predict future attention?

The answer was yes, in a suitably royally big way: Suits viewers paid 37% more attention to the Royal Wedding. Across our panels, we also saw that younger female viewers (e.g., ages 34 and younger) were 10% more likely to pay attention, and women paid 6% more attention than men. This data bore out regardless of where viewers watched the wedding. Attention can uncover unique insights across content, and TVision’s closed-loop panel allows for person-level analysis to understand what viewers watched in the past, and what they are likely to pay attention to in the future. For information on how you can find your target audience beyond age and demo, contact us.

Want to learn more about TVision Insights attention data? Download our Q2 2018 Eyes-on-Screen TV Attention™ Report.

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