# Webinar: Quantifying TV Attention

May 16

_If a TV ad airs to an empty room, can it have an impact?_

During the recent webinar, **"Quantifying TV Attention,"** we discussed this very topic with [IPG Media Lab](https://magnaglobal.com/media_trials/quantifying-tv-viewability/)'s SVP of Intelligence Kara Manatt - including the latest findings of their groundbreaking industry research, powered by TVision data.

With Upfront season upon us, we took a detailed look at IPG Media Lab's findings, and discussed the implications. **The research analyzed more than 5 million TV ad impressions - over 39,464 hours of ad content** \- using TVison's proprietary TV engagement data. TVision's President, Luke McGuinness, also shared perspectives on how brands can solve for this industry problem - measuring what was once unmeasurable - how people really watch TV. Watch all the way to the end to hear Q&A from various industry leaders.

Watch the video below and download the [IPG Media Lab report here](https://info.tvisioninsights.com/ipg-tv-viewability).

WEBINAR: Quantifying TV Viewability - IPG Media Lab + TVision from TVision on Vimeo

## 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)