TVision Insights’ Eyes-on-Screen TV Attention Report for Q1 2018 Underscores the Impact of Context on Ad Attention

A Popular High-Action Domino’s Spot Sees Attention Spikes When Aired on Sports Programming

BOSTON -  (May 22, 2018) – TVision Insights, the leader in measuring eyes-on-screen attention to every second of programming and advertising on television, today released its Q1 2018 Eyes-On-Screen TV Attention Report.

“Viewer attention is required for an ad to influence purchase behavior. Knowing this, advertisers should understand what levers are available to increase attention and drive positive outcomes,” said Mark Green, Chief Strategy Officer at TVision Insights. “As is evident in this report, ads that are effectively paired with relevant programming are a recipe for capturing viewer attention. Advertisers should work to align creative with context for maximum impact."

Domino’s “Pizza Carryout Insurance: Timber” ad is a case in how contextual relevance impacts viewer attention to commercials. Over the course of Q1 2018, the ad captured higher attention during sports programming than it did during general programming. In addition, second-by-second analysis showed that sports-viewer attention peaked during action-packed scenes such as a tree falling and a slip-and-fall. These peaks were not significant when the same ad aired on non-sports content.

The Q1 2018 Eyes-on-Screen TV Attention Report also identifies how brands and programming performed in an action-packed quarter featuring tentpole events including the Olympics, Super Bowl LII, and the State of the Union Address. Car brands captured three of the top five spots overall for brand attention, with Olympics advertiser Toyota taking the top spot.

Key takeaways from TVision’s report include:

• Women paid more attention to Super Bowl LII than men. Women paid more attention than men throughout the entire broadcast, from the halftime show (+23%), to the commercial pods (+26%), to the game time (+27%). The high-water mark for attention came during Justin Timberlake’s Halftime Show.
• On cable, Investigation Discovery earned four of the top 10 spots. The network’s true-crime documentaries kept viewer’s eyes-on-screen.  
• NBC programming captured five of the top eight spots for broadcast. The child-star variety show, Little Big Shots, took the top spot.

All rankings and data are based off of TVision’s proprietary technology and panel. The company’s computer vision technology passively measures eyes-on-screen attention to content. The opt-in panel has installed proprietary, privacy-safe hardware & software allowing for passive monitoring of their television viewing behaviors. The result is person-level measurement data reported second-by-second. Media buyers and sellers both use TVision’s attention data to make smarter decisions around messaging, media plans, programming, and valuing inventory.

The data in this report was collected from January 1 - March 25, 2018, from panelists across the United States.

To view the full report, visit tvisioninsights.com/quarterlyattention.