While the month of April typically sees television and ad industry insiders turning their focus to the future with Upfronts taking center stage, there is still plenty of great content and advertising engaging audiences on the television screen right now.
Keep reading for our full report on how brands and ads captured attention in the month of April 2022. The report reviews the top-performing brands for ad attention overall and the top ads for Creative Attention Score. Also, check out the top shows of April across Broadcast, Cable and CTV.
TVision's Creative Attention Score (CAS) measures how well a specific piece of creative captures attention compared to other ads that ran in the same pod. This breakthrough score allows marketers to understand ad impact, and better predict wear-out.
We also measure overall ad attention. This metric reveals how a brand's TV ad campaigns performed for the month. To effectively breakthrough and capture attention to ads, marketers must combine the right mix of well-performing media, on the appropriate networks, apps, and dayparts, with creative that is relevant, and engaging. TVision's second-by-second, eyes-on-screen attention data enables marketers to understand just how well their ad campaigns and specific creative pieces are performing.
The ad that broke through to capture attention best in April 2022 was Workday's "Omaha" which features the famous quarterback and prolific endorser Peyton Manning. The ad notched a 111.2 Creative Attention Score among all audiences. Workday combined the well-liked celebrity spokesperson with tried and true creative elements such as loud noises and fast scene changes to keep audiences' attention on the ad.
As a reminder, TVision's Creative Attention Score (CAS) measures how well a specific piece of creative captures attention compared to other ads that ran in the same pod. This breakthrough score allows marketers to understand ad impact, and better predict wear-out. In the videos below we chart attention second-by-second - so you can better understand which creative elements draw the viewer's eyes to the screen.
Among females, Drivetime's "Reminder Signs" ad captured the highest attention in April with a CAS of 112.0 for women.
The ad that captured the most attention from men in April came from IKEA, with a CAS of 114.3 for men. "Let Play Unwind Your Mind" encouraged viewers to step away from the computer and play.
We also measure a brand's overall attention to understand how their TV ad campaigns are performing in the month. Effective ad campaigns are the result of several distinct factors all working well - from strong performing media placements, within the appropriate networks, apps, and dayparts, to original creative that is relevant, and engaging.
The health industry had a particularly strong month placing three brands - Vuity, Argenx and Pfizer - in the top five for brand attention overall.
| Brand | Industry | Ad Attention |
| GreatCall | Telecom | 45.2% |
| VUITY | Health | 42.3% |
| Argenx | Health | 41.5% |
| Pfizer | Health | 41.5% |
| Airbnb | Travel | 41.5% |
The lists below spotlight the brands that outperformed others in their industry when it comes to engaging audiences with attentive ads.
In addition to the health industry's strong performance in April 2022, the finance/insurance industry and retail industries also each had three brands score about 40% for ad attention. The average for ad attention is 37%.
Don't see your brand? Contact us to see how your ads performed.
| TRAVEL | ATTENTION % | CONSUMER PRODUCTS | ATTENTION % | |
| Airbnb | 41.5% | Simparica Trio | 40.1% | |
| Travel Iowa | 39.6% | Zoetis | 39.1% | |
| Viking Cruises | 39.0% | PILOT | 38.8% |
|
TELECOM |
ATTENTION % | HEALTHCARE | ATTENTION % | |
| GreatCall | 45.2% | VUITY | 42.3% | |
| Consumer Cellular | 40.0% | argenx | 41.5% | |
| AT&T | 39.2% | Pfizer | 41.5% |
| RETAIL | ATTENTION % | INSURANCE & FINANCE | ATTENTION % | |
| Boxed | 41.4% | Prudential | 41.5% | |
| Carewell | 40.5% | Wells Fargo | 41.2% | |
| CVS | 40.0% | T. Rowe Price | 40.9% |
| FOOD & BEVERAGE | ATTENTION % | RESTAURANTS | ATTENTION % | |
| Yasso | 41.0% | Tropical Smoothie Cafe | 40.7% | |
| Powerade | 40.9% | Panda Express | 38.5% | |
| Coca-Cola Zero Sugar | 39.4% | Jimmy John’s | 37.7% |
| AUTO | ATTENTION % | TECH | ATTENTION % | |
| Land Rover | 39.2% | Adobe | 40.1% | |
| Lincoln | 39.2% | Apple | 39.7% | |
| Mercedes-Benz | 39.2% | Samsung | 39.2% |
| ENTERTAINMENT | ATTENTION % | SERVICES | ATTENTION % | |
| Apple TV+ | 39.3% | Keepsake Frames | 41.4% | |
| InnoGames | 39.3% | Ideal Agent | 41.1% | |
| HBO Max | 39.0% | API | 39.5% |