## Who’s Paying Attention to TV Shows? TVision Knows

June 6  
By Jon Lafayette

[Originally published in Broadcasting & Cable](http://www.broadcastingcable.com/news/currency/who-s-paying-attention-tv-shows-tvision-knows/166301)

During the first quarter, CBS’ comedy _Life in Pieces_ attracted the most attention of any primetime broadcast show, according to research company TVision Insights.

In a crowded media landscape, attention is an important commodity for both programs and advertising. The highest rated shows and the ads backed with the most spending don’t always score the highest in TVision Insights’ surveys.

Other broadcast shows getting high attention scores include NBC’s _Little Big Shots_, Fox’s _The Mick_, CBS’ _The Good Fight_, NBC’s _Superstore_, ABC’s _black-ish_, Fox’s _New Girl_ and _MasterChef Celebrity Showdown_, and NBC’s _Chicago Med_ and _Trial & Error_.

Primetime shows on cable actually had higher attention indexes than broadcast shows. The top series on cable was Cooking Channel’s _Unwrapped 2.0_.

Other top cable shows include A&E’s _60 Days In: Atlanta_, Weather Channel’s _Strangest Weather on Earth_, OWN’s _48 Hours: Hard Evidence_, FYI’s _Seven Year Switch_, Pop’s _Schitt’s Creek_, Disney XD’s _Right Now Kapow_, A&E’s _Live PD_ and E!’s _Keeping Up with the Kardashians_.

TVision founder and chief research officer Dan Schiffman notes that unscripted reality shows seem to outperform in the company’s surveys, as do premieres and finales.

The company also measures the attention captured by TV commercials.

Big spenders like GEICO, Nutrisystem, Progressive, Verizon and AT&T Wireless capture the most attention on TV.

But looking at the amount of attention paid versus the amount of time on air, the top single commercial in primetime featured Joe Montana for Skechers. That was followed by spots for T-Mobile, Capri Sun, Netflix and STX Entertainment. Including spots that run outside of prime, the most attention getting relative to spending was for Crown Royal. That was followed by AT&T, Netflix, John Hancock and Morgan Stanley.

TVision has a representative panel of viewers that uses eye tracking and computer vision technology to determine who is in the room and whether their heads and bodies are facing the TV.

The data the company generates is used by the advertising and program research arms of TV networks and by media buying agencies, Schiffman says.

“In an environment where quantity seems to be declining, we provide this data set on quality,” said Schiffman. “Nobody’s coming in and telling you your ratings are on the upswing, but there are other components to understand.”

If one network’s environment provides better engagement with advertising, it could negotiate for a higher rate. “We help networks demonstrate the value of their advertising environments,” he said.

From a program research perspective, TVision’s data can help produce whether a show's ratings will continue to go up or if they’ve peaked.

“On the buy side we’re helping the advertisers make smarter data-driven decisions about TV. One of the reasons a lot of advertisers have been cautious about TV of late is that there’s so much data to drive their decision making and to report back on their performance in digital, whereas we haven’t had that level of granularity, that level of data driven intelligence on TV,” Schiffman said.

“We’ve actually helped a lot of brands make TV advertising decisions that have swapped creative as well as allocate to different networks and programs as a result of understanding where people are paying attention,” he said.

### More resources from TVision

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](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, 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.

[Read More](https://www.tvisioninsights.com/resources/videoamp-and-tvision-expand-license-agreement-to-include-ctv-co-viewing-data)

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.

[Read More](https://www.tvisioninsights.com/resources/2026-super-bowl-the-top-ads-for-viewer-attention-plus-more-game-data-from-tvision)