---
title: "MediaPost: IPG Lab Measures TV 'Attention,' Finds Similar Levels To Digital"
description: The study from IPG Media Lab, which was conducted with TVision data, found that 29% were not “viewable.” That’s nearly the same level of non-viewable ads attributed to digital media, according to an eMarketer report used for comparison in the study.
---

[Resources | Viewability Has Come to TV | TVision ](https://www.tvisioninsights.com/resources)

# [MediaPost: IPG Lab Measures TV 'Attention,' Finds Similar Levels To Digital](https://www.tvisioninsights.com/resources/ipg-lab-measures-tv-viewability-mediapost)

 Written by [Jonathan Kriner, Director, Marketing](https://www.tvisioninsights.com/resources/author/jonathan-kriner-director-marketing) | Mar 19, 2019 10:29:00 AM

By Joe Mandese, [MediaPost](https://www.mediapost.com/publications/article/333403/ipg-lab-measures-tv-viewability-finds-similar-l.html)

In a development that could change the way some in the ad industry think about the concept of “attention,” the IPG Media Lab has released a **[study](https://www.tvviewability.com) **purporting to compare TV’s ad attention with that of digital’s and it found they’re actually not that different.

Read the full article in [MediaPost ](https://www.mediapost.com/publications/article/333403/ipg-lab-measures-tv-viewability-finds-similar-l.html)and press release at [IPG Media Lab](https://magnaglobal.com/media_trials/quantifying-tv-viewability/).

[View full post](https://www.tvisioninsights.com/resources/ipg-lab-measures-tv-viewability-mediapost)

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