With Black Friday approaching and Holiday shopping set to start in earnest, this month we're highlighting how brands that often make our holiday gift lists best engage audiences with both their TV and CTV ad campaigns. We're scoring the top spenders (according to Media Radar) across Consumer Electronics, Wine and Spirits, Toys, and Fragrances and Cosmetics categories based on the brands' ability to keep viewers in the room (Ad Viewability), with their eyes on the screen while ads air (Ad Attention).
TVision's Ad Scoreboard is the only solution available to empower advertisers with actionable CTV ad engagement data. This data allows advertisers to break-through walled gardens and understand ad performance across specific apps and benchmark their major competitors. Want to learn more about our low-cost, easy-to-use Ad Scoreboard for measuring TV and CTV ad engagement? Reach out.
The big ticket items on a lot of holiday shopping lists - televisions, laptops, phones, and gaming systems - all fight to capture our attention this time of year. With Ad Scoreboard Household Reach and Share of Impressions scores at the highest levels, these are some of the biggest advertisers in the United States. Because we know that a single percentage point increase in ad attention leads to a corresponding increase in ad recall, attention scores might influence which deals we nab, and which brands we wrap up in the end. But how well these brands capture attention with linear and CTV ads differs. Apple and Samsung well out-perform the average. Nintendo, with likely a younger targeted demographic, has a harder time capturing attention with TV advertising.
Check out the below scores we've pulled from Ad Scoreboard to see how these brands engaged viewers.
| Brand | Linear Viewability | Linear Attention | CTV Viewability |
CTV Attention |
For many, nothing says holiday cheer quite like a good bottle of wine, or a fine cocktail. These advertisers are focused on the 21+ crowd and breaking through for attention better with their CTV advertising than with Linear.
| Brand | Linear Viewability | Linear Attention | CTV Viewability |
CTV Attention |
We know that Santa's watching, but are kids and their parents paying attention to TV and CTV ads from the major toy brands? It's a mixed bag for this industry, which has weak linear viewability and attention, but stronger CTV scores (albeit this industry tends to deploy CTV campaigns at average to below-average levels, according to our Ad Scoreboard CTV Adoption Score).
Younger demographics pay less attention to TV advertising in general, so it is not surprising to see this industry with lower overall attention and viewability scores than some other major categories. Still, it's worth noting that LEGO breakthrough in October with the top overall ad according to Creative Breakthrough Score. Catch that ad, here.
| Brand | Linear Viewability | Linear Attention | CTV Viewability |
CTV Attention |
The largest perfume and cosmetic companies are investing heavily in TV and CTV advertising. Revlon, Maybeline, and L'Oreal all have CTV and Linear Share of Impression scores of 10. Lancome is breaking through to capture attention best on linear, while the three larger brands outperform on CTV.
| Brand | Linear Viewability | Linear Attention | CTV Viewability |
CTV Attention |
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The scores in the lists below are pulled directly from our new, easy-to-use platform: Ad Scoreboard.
The scores indicate how well the brand captured Attention and Viewability over the last three months, compared to all other TV and CTV advertisers. The Scoring System ranges from 1 to 10. For example, a score of 7 indicates that the brand is performing better than 70% of all the brands that TVision measures. Color coding makes it easy to understand at-a-glance: green is above average, yellow is average, and red is below average.