For the first time ever, TVision uncovered which brands had the greatest TV Attention and which ads had the greatest creative attention breakthrough.
With springtime in full swing, the month of May had many brands winning with TV audiences. Whether encouraging consumers to get outdoors, go online, or simply enjoy something delicious, a handful of brands delivered the most engagement. By examining TV engagement metrics like Attention, we can better understand what's working best — and why.
TVision uses cutting-edge technology to uncover second-by-second, person-level TV engagement data. To learn more about TVision's metrics, methodology, competitive benchmarks, or even specific breakdowns, contact us for the data to solve your brand needs. For a deeper dive on TV Attention and industry benchmarks, download the IPG Media Lab report at TVattention.com.
TVision's Top Brands, by TV Attention
TV Attention represents the opportunity to see - how often consumers are in the room when a brand ad airs. So the brands with the best Attention scores means they are making smart media-buying decisions - at the network, program and daypart level. These brand ads are airing when their audiences are staying in the room during ad breaks.
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TVision's Top Brands, by TV Attention MAY 2019 |
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| Brand | Ad Attention* (%) |
| 1. Naväge | 81.7% |
| 2. Jeep | 81.2% |
| 3. Parker Waichman | 79.3% |
| 4. Pure Michigan | 79.2% |
| 5. Spectrum Wireless | 78.9% |
Nasal care brand Naväge was the top Attention winner — a full 10-points above the total industry average. Not far behind was Jeep and law firm Parker Waichman, with Pure Michigan and Spectrum Wireless rounding out the pack. While these above brands were best at planning for a Viewable audience, Attention only tells half the story.
TVision's Top Ads, by Attention
To rank May's top 5 ads, we leveraged Creative Attention Score (CAS), also known as "Creative Breakthrough". These are the brand ads that drove the greatest audience engagement - isolated from the effects of media placement. And since only TVision can measure person-level data, we broke out May's Top 5 Ads for Women and May's Top 5 Ads for Men. For each category's #1 ad, you can also watch a second-by-second analysis - breaking out even gender-specific Attention for the #1 Women's and Men's ads.
May's Top Ads - Overall
#1: KFC - 'Fender Bender' (110.9 Creative Attention Score): What's not to like? The Colonel, on an unforgettable day, crashes the best of both worlds - his buttery biscuits, with a sweet, sweet Cinnabon. After just 15-seconds, consumer attention spikes at the mention of free, delicious dessert biscuits!
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TVision's Top Ads (by Attention, Overall) MAY 2019 |
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| Brand | Ad Name | Creative Attention Score* (CAS) |
| 1. KFC | 'Fender Bender' | 110.9 |
| 2. Heinz | 'Ain't No Stopping the Great Taste of Heinz' | 109.5 |
| 3. Amazon | 'Amazon Prime: Free shipping, even on furniture.' | 109.2 |
| 4. Sargento | 'The Power of Real' | 109.2 |
| 5. State Farm | 'She Shed' | 109.1 |
May's Top Ads - Women
#1: Lowe's - ''Show Your Yard Who's Boss' (111.1 Creative Attention Score, Women Only): From the very beginning, the gap is clear, with women engaging significantly more than men. Attention peaks as we see specific activity and interactions. Who knew yard work could be so much fun?
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TVision's Top Ads (by Attention, Women) MAY 2019 |
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| Brand | Ad Name | Creative Attention Score* (CAS) |
| 1. Lowe's | 'Show Your Yard Who's Boss' | 111.1 |
| 2. Amazon | 'Amazon Prime: Free shipping, even on furniture.' | 110.8 |
| 3. Ore-Ida | 'Take Breakfast Back' | 110.8 |
| 4. Lincoln | 'Sanctuary' | 110.8 |
| 5. State Farm | 'She Shed' | 110.5 |
May's Top Ads - Men
#1: GEICO - 'Karaoke Music' (110.2 Creative Attention Score, Men Only): We get it. Nothing says 'comedy' like Antarctic researchers belting out late '90's boy band hits. We want it that way, Kevin.
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TVision's Top Ads (by Attention, Men) MAY 2019 |
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| Brand | Ad Name | Creative Attention Score* (CAS) |
| 1. Geico | 'Karaoke Music' | 110.2 |
| 2. Amazon | 'Amazon Prime: Free shipping, even on furniture.' | 109.8 |
| 3. Progressive | 'Maid for Us' | 106.9 |
| 4. IHOP | 'Ultimate BreakFEASTS' | 106.8 |
| 5. Domino's | 'Points for Pies' | 106.4 |
Metrics & Methodology
TV Attention: The percentage of ad impressions where a viewer was in the room for two or more seconds. Learn more about TV Attention here.
Creative Attention Score (CAS): The index of ad attention compared to the average attention of all other creative that aired in the same commercial pods. Also known as "Creative Breakthrough." Learn more about TVision creative measurement here.
How does TVision measure what was once unmeasurable? Learn more about our TV measurement methodology here.