# Upfront 2021: Attention Guarantees Improve Campaign Performance

May 17

Attention continues to gain traction with advertisers and the television industry as a way to more effectively measure television and maximize the value of every ad dollar. As Paolo Provinciali, head of media at AB inBev told [Digiday](https://digiday.com/marketing/media-buying-briefing-attention-metrics-vie-for-the-industrys-well-attention-will-it-take-root/), "We’re working with the networks and all our media partners to figure out ways we can collaborate together and make attention a guarantee the same way I’m guaranteed in-demo reach.” Provinciali continued, “And then making sure what I’m buying commands a certain level of viewable or attentive impression.”

In fact the sixth tip of TVision's Upfront planning eBook - [Six Things Marketers Need to Know this Upfront Season](https://info.tvisioninsights.com/2021-upfront) - examines Paolo's successful campaign for Budweiser with A+E where the beer manufacturer saw a 7.6% increases in viewable impressions.

[Download the eBook](https://info.tvisioninsights.com/2021-upfront) now to learn more.

Marketers looking to increase the value of their advertising campaigns this Upfront season can start with these steps:

For more detailed information, and to start planning campaigns based on attention, [download the eBook](https://info.tvisioninsights.com/2021-upfront).

## More resources from TVision

[insights](/content/resources/tag/insights/index.html)

[Why the World Cup's Quietest Matches Won the Most Attention](/content/resources/2026-world-cup-attention/index.html)

Going into the tournament, the script wrote itself. Argentina, Spain, France, England, Germany, Portugal, the Netherlands were the blue-chip names that would carry the summer. And on reach, they did exactly that. The biggest TV audiences landed where everyone assumed they would: the USA games, Brazil, the powerhouses. Then we looked at attention and the script came apart.

[Read More](/content/resources/2026-world-cup-attention/index.html)

[blog](/content/resources/tag/blog/index.html)

[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.

[Read More](/content/resources/tvisions-new-tv-attention-and-creative-impact-report/index.html)

[blog](/content/resources/tag/blog/index.html)

[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.

[Read More](/content/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology/index.html)

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