With Upfront season in full swing, all eyes are on the content and ad campaigns that drive attention. Capturing audience attention requires both thoughtful media planning and creative development.
Below are the top performers for April 2021 according to TVision's data across advertising, and broadcast, cable, and streaming content.
TVision uses cutting-edge technology to uncover second-by-second, person-level TV engagement data. To learn more about our data and how to best leverage it, contact us.
Our Attention Index measures how effectively a specific program keeps a viewer’s eyes on the TV screen while the viewer is in the room with the TV on. In April 2021, Netflix hits took the top four spots, with Formula 1 posting an especially strong 160.3.
If you are wondering how attention impacts subscribers, take a look at the TVision Q1 2021 Streaming Report, available now.
Here is the list of the top streaming shows on the Attention Index this month.
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| 160.3 | 147.3 | 137.2 | 136.7 | 136.1 |
Co-Viewing Rate refers to the number of episode views with more than one person in front of the screen. Given the nature of its family programming, it's no surprise that Disney+ often posts shows to this list, and they did again in April.
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| 76% | 75% | 74% | 70% | 68% |
Binge Rate measures the percentage of episode views where the viewer has watched 3 or more episodes in a single session. Typically our top binged programs are shorter in length, making it easier to watch several episodes at once, and this list is no exception.
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| 74% | 58% | 57% | 56% | 56% |
TV Ad Attention measures how effectively ads held viewers’ attention while they aired. It is measured as the percentage of all ad impressions in which the viewer was looking at the TV screen for two or more seconds. FOX's Prodigal Son was number one for primetime broadcast Ad Attention in the month.
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48.3%
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47.9%
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47.6%
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46.0%
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46.0% |
TV Ad Attention measures how effectively ads held viewers’ attention while they aired. It is measured as the percentage of all ad impressions in which the viewer was looking at the TV screen for two or more seconds. Discovery Channel's Deadliest Catch was number one for primetime Cable Ad Attention in the month.
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| 51.3% | 48.0% | 46.7% | 46.6% | 46.5% |
The brands with the best ad attention scores are leveraging strong creative and making smart media-buying decisions - at the network, program, and daypart level.
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| 43.4% | 41.4% | 41.1% | 40.6% | 40.5% |
TVision's Creative Attention Score measures how well an ad breaks through to capture attention compared to other ads in the same pod. Our second-by-second analysis helps marketers understand the content and audio sounds that drive engagement.
Top Ad for CAS Overall - Tide- 'Tide Cold Callers | Turn to Cold with Tide'
Top Ad for CAS Female - Kohl's - 'Spring Into Action'
Top Ad for CAS Male - Progressive- 'The Ad Where Nothing Happens'
For more information on Ad Attention, or TV or CTV Performance, contact us.
