Eye-Tracking TV Tech Yields Big Attention Results

By: Wayne Friendman

Originally published in MediaPost

Using new eye-tracking technology, TVision Insights says the highest “attention” for a broadcast network TV show goes to CBS’ “Life In Pieces.”

The company’s technology measures where panelists are looking -- as well as where they are in the room -- for every second of programming or advertising. The technology detects -- but doesn’t identify -- who that viewer is.

“Life in Pieces” scored a 132.3 index. The index is the sum of the seconds of attention divided by the sum of seconds in the room, with 100 being the average.

Others on the high attention list are NBC’s “Little Big Shots” (132.0); Fox’ “The Mick” (131.6); CBS’ “The Good Fight” (130.9); NBC’s “Superstore” (130.8); ABC’s “black-ish” (126.7); Fox’s “New Girl” (125.8); Fox’ “MasterChef Celebrity Showdown” (125.1); NBC’s “Chicago Med” (124.0); and NBC’s “Trial & Error” (123.8).

The top two cable shows are Cooking Channel’s “Unwrapped 2.0” (231.9) and A&E’s “60 Days In: Atlanta” (230.2). The best OTT shows are Hulu’s “The Path” (223.6) and Amazon’s “Z: The Beginning of Everything” (169.1).

Research was conducted from January 1 to March 3, 2017, using 7,500 individuals in Boston, Chicago, and Dallas, with self-reported demographic data.

Advertising attention was also revealed. Geico garnered the best results, followed by Nutrisystem, Progressive, Verizon, AT&T Wireless, Liberty Mutual, T-Mobile, Chevrolet, Ford and Comcast.

“Marketers are concerned about the impact their commercials are having among audiences that appear to be perennially distracted by mobile devices, in addition to talking, eating, etc. while watching TV,” writes Gerard Broussard, principal, pre-meditated media for TVision Insights, in the report.