# 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](http://www.rbr.com/tvision-0926/).

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 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.

[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.

[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.