# Volkswagen's 'Hello Light' Second-by-Second Analysis

June 7

In the wake of a 2015 emissions scandal, [Volkswagen recently made headlines](https://adage.com/article/cmo-strategy/why-vw-bringing-its-emissions-scandal-again-new-ad/2175451) with the release of their latest TV advertisement, "Hello Light," - unveiled during this year's NBA Finals.

The ad kicks off with an audible news clip of Volkswagen's scandal. This was a big risk, as many consumer had already moved past, or even forgotten the scandal. In the ad, VW quickly moved into an emotional redemption story, with a classic song, moving towards the brand's future: environmentally-friendly electric vehicles.

When we heard about this ad at TVision, we were curious to see how VW's approach would resonate with consumers.

Using our second-by-second, person-level data, we analyzed real-time reactions to Volkswagen's first airing during the NBA Finals. While engagement was light during dark moments early on, people's attention piqued as the ad picked up in key moments: when people heard Simon & Garfunkel, when the car-building began, when the new VW bus appeared, and at the logo reveal at the end.

VW Ad - "Hello Light" - TVision Second by Second from TVision on Vimeo

We think this ad is a brave first step for Volkswagen, but what do you think? To learn how TVision can analyze your brand's media and creative strategy, [contact us for a demo](/content/contact-us/index.html)!

The question many are asking is "Can [@VW](https://x.com/VW?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1137071458667175937%7Ctwgr%5Ee5f86b6bdd7051f4a19ac46639ed8a8bb99d6a93%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.tvisioninsights.com%2Fresources%2Fvolkswagens-hello-light-second-by-second-analysis)'s ad restore enthusiasm for the brand?"

Although this is just one airing, we saw that consumers are interested in and paying attention to different parts of Volkswagen's new ad. Take a look for yourself! [#FunFactFriday](https://x.com/hashtag/FunFactFriday?src=hashtag_click)

### 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)