TVision Insights has created a business out of measuring what it calls “eyes on screen attention” to every second of programming and advertising on television.
The attention measurement firm this week released its inaugural Quarterly Attention Report, reflecting data for commercials and programming viewed during the fourth quarter of 2016.
What did TVision Insights find?
People under the age of 18 paid the least amount of attention to both TV programs and advertisements.
That could be interpreted as startling news for the television industry. But, it is important to note what the data focuses on: attentiveness.
If any, this demonstrates the art of multitasking seen by teens and tweens, and the likelihood that if they’re tuned to a show, they’re diverting their eyes to something else — and often.
Among the highlights from this “eyes on the screen” study:
- Geico, Verizon, and Walmart captured the most overall attention to their television ads
- The CW Network’s Crazy Ex-Girlfriend captured the most attention out of all prime-time broadcast programs
- Specific ads for Jack in the Box, Honda, and Prudential were the most attention-grabbing, across all dayparts
- CNN was the most likely channel to be watched with multiple people in the room
- Netflix‘s Fuller House secured the top spot for OTT-exclusive shows, by attention
Gerard Broussard, principal at TVision parent PreMeditated media, commented, “Attention is the starting point for effective advertising communication, offering a potential step for consumers to be influenced by marketers’ messages. No communication can happen if people aren’t paying attention, no matter how evolved targeting or measurement of outcomes becomes. TV attention metrics have the potential to inform content and media investment decisions.”
All rankings and data are based off of one simple metric: the measurement of “eyes on screen attention.” This is done using an opt-in panel who have installed proprietary, privacy-safe hardware and software, allowing for passive monitoring of their television viewing behaviors.
The result is person-level measurement data reported second-by-second when people pay attention or leave the room. Media buyers and sellers are being offered this data to “make smarter decisions around messaging, media plans, programming, and valuing inventory.”
TVision Insights Chief Revenue Officer Dan Schiffman commented, “While the industry transacts on the quantity of people reached, it is attention that truly leads to impact. You cannot be influenced by an advertisement if you are not paying attention.”
Data in the report is based on viewer behaviors from 7,500 people across 2,000 panelist households in Boston, Chicago, and Dallas.
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