For TV’s Ad Future, All Eyes Are On Attention Metrics
For TV’s Ad Future, All Eyes Are On Attention Metrics
September 26
By Adam Jacobson
For the full article, continue to Radio + Television Business Report.
Picture this: After an exhausting day, you’re plopped yourself down on the couch and finally have time to see the series premiere of FOX’s The Orville. About 15 minutes in, you’re fast asleep, snoozing away while ignoring what will likely be a huge turkey from Family Guy creator and Frank Sinatra Sr. superfan Seth MacFarlane.
Nielsen may have a number to give FOX, because you “watched” it. New technology TVision Insights proves otherwise. What does this mean for the future of TV, and for “attention metrics”? TVision Insights Chief Revenue Officer Dan Schiffman spoke with RBR+TVBR from his Union Square offices to explain exactly how CMOs in charge of media budgets can adapt and embrace his company’s technology. At the same time, TV networks and their affiliate stations have earned a wake-up call with respect to who is actually paying attention to their programming — and their commercials.
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.