Download IPG Media Lab's TV Viewability Study

According to a new study by IPG Media Lab, using data from TVision, TV has a viewability problem similar to that of digital. The study, “Quantifying TV Viewability,” reveals how often people are in the room when ads air and how this varies by daypart, position in ad pod and ad length.

When you don’t know how, or if, people are watching your ads, there’s no way of knowing whether those ads were actually effective — or how you could have spent your budget more efficiently. Certainly, you’re not going to boost sales with an ad that runs while your target customer is in another room.

AMC Networks and TVision today announced that AMC Networks is leveraging TVision’s Performance Metrics Platform to optimize its inventory for performance.