Hulu’s Letterkenny, released on December 26, earned the top spot in the Attention Index preventing a category sweep from Netflix. Meanwhile, ABC’s “American Housewife” captured the best Ad Attention for broadcast, and History Channel’s “Forged in Fire” did the same on cable. Ads from Vick, Progressive, and Chevrolet broke through to capture Attention best in the month.
TVision uses cutting-edge technology to uncover second-by-second, person-level TV engagement data. Below are the top performers for our Attention metrics across advertising, and broadcast, cable, and OTT content.
To learn more about our data and how to leverage it to optimize ad campaigns, contact us.
Co-Viewing Rate refers to the number of episode views with more than one person in front of the screen.
|
Program |
Application |
Co-Viewing Rate |
|
|
|
63% |
|
|
|
61% |
|
|
|
61% |
|
|
|
58% |
|
56% |
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.
These were the top Streaming shows for Attention this month.
|
Program |
Application |
Attention Index |
|
|
152.0 |
|
|
|
151.5 |
|
|
|
148.8 |
|
|
|
140.8 |
|
|
|
134.9 |
Binge Rate measures the percentage of episode views where the viewer has watched 3 or more episodes in a single session.
|
Program |
Application |
Binge Rate |
|
|
53% |
|
|
|
47% |
|
|
|
45% |
|
|
|
45% |
|
|
|
44% |
TV Ad Attention measures how effectively an ad or 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. American Housewife and The Goldbergs, both on ABC, took the top two spots for primetime broadcast Ad Attention in the month.
Top Programs by TV Ad Attention, BROADCAST, December 2020
|
Program |
Network |
Ad Attention |
|
|
53.4% |
|
|
|
50.6% |
|
|
|
47.5% |
|
|
|
46.8% |
|
|
|
45.1% |
Top Programs by TV Ad Attention, CABLE, December 2020
|
Program |
Network |
Ad Attention |
|
47.9% |
||
|
47.1% |
||
|
46.9% |
||
|
46.4% |
||
|
46.2% |
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
| Brand | Ad Attention (%) |
| 41.8% | |
| 41.3% | |
| 40.8% | |
| 40.8% | |
| 40.6% |
To identify December’s top ad for Attention, we used our Creative Attention Score (CAS) which determine how well creative breaks through. These are the ads that drove the greatest audience engagement - isolated from the effects of media placement.
December's Top Ad - Overall
Vicks - 'VapoPatch' (105.8 Creative Attention Score):
December's Top Ad - Women
Progressive - 'The Upper Hands' (110 Creative Attention Score):
December's Top Ad - Men
Chevrolet - 'Wherever You Go' (108 Creative Attention Score):
=For more information on Ad Attention, Ad Attention, or OTT Content, contact us.