Why Viewer Attention Matters for TV | TVision

Access actionable insights and detailed data on viewer engagement across devices, apps, networks, shows, and ads

Attention Varies by Network, Daypart, and Program

There is a significant difference between the most attentive TV programs and the least. In fact, there are programs across all dayparts that deliver high Attention, often at lower costs than some Primetime spots.

Since ads work best when people pay attention, factoring Attention into media plans and media valuations can help both buyers and sellers uncover value.

Attention Depends on both Creative and Media

Is my creative engaging my target audience?

What is the optimal frequency for my creative?

Is my creative worn out? Does it need to be refreshed?

Is my creative engaging my target audience?

What is the optimal frequency for my creative?

Is my creative worn out? Does it need to be refreshed?

What Media Opportunities deliver engaged viewers?

When should I invest in premium media to make sure my ad gets seen?

What Media Opportunities deliver engaged viewers?

When should I invest in premium media to make sure my ad gets seen?

Brilliant creative may intrinsically do a better job of driving Attention, but it can’t reach its full potential in low-attention media placements.

Attention is a KPI that cuts across both creative and media - it can be a tell-tale sign for the health of an ad campaign, and a lever that brands optimize for in order to boost their impact.

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Attention Drives Impact and Makes Ads More Effective

Brands that focus campaigns on high-Attention media can make their budgets go 3x as far--achieving the same level of brand awareness with significantly fewer GRPs as compared to low-Attention media placements.

How We Measure Attention

TVision measures what was once unmeasurable— how people really watch TV. Using cutting-edge computer vision technology, only TVision measures person-level, second-by-second TV engagement. Here are some of the core metrics we report:

Attention

The amount of time that viewers were engaged with an ad, with their eyes on the TV screen. Attention metrics require the viewer to have had their eyes on the screen for two or more seconds.

Viewability

How effectively viewers are kept in the room while ads are on-screen. It is measured as the percentage of all ad impressions in which a viewer was in the room for two or more seconds.

Creative Attention Score (CAS)

The ad’s ability to grab the audience’s attention. CAS is measured by indexing the ad’s attention percentage compared to other ads that ran in the same ad pod.

USE aCPM AS A

Cross-Media Metric

Marketers looking to compare their true costs across media need look no further than Attentive CPM. Attentive CPM (aCPM) combines the viewer’s average attentive seconds per thousand impressions with the cost per thousand seconds of the media. Prioritizing lower aCPMs can result in significant efficiencies and greater value from ad investments.

Access actionable insights and detailed data on viewer engagement across devices, apps, networks, shows, and ads

Attention Varies by Network, Daypart, and Program

Attention Depends on both Creative and Media

Attention Drives Impact and Makes Ads More Effective

How We Measure Attention

Attention

Viewability

Creative Attention Score (CAS)

USE aCPM AS A

Cross-Media Metric

Case Study: CPG Brand Maximizes Upfront Commitments

KEY RESULTS:

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