New! Get the latest State of CTV Report
TVision is pleased to offer transparent insight into CTV viewer trends across CTV apps, including walled gardens. In our latest installment of this bi-annual report, we provide insights into shifts in app popularity and overlap, viewer engagement, co-viewing behavior, and more.
Subscription-only, ad-free streaming platforms declined 30% (to a 36 share) in time spent during the second half of 2022, while ad-supported connected TV (CTV) rose 55% (up to 48% share), according to data from TVision.
More than twice as many streaming consumers choose to peruse YouTube than the next closest competitor, The Roku Channel, according to TVision.
iSpot led a $16 million investment round in alternative measurement panel provider TVision, giving it exclusive access to TVision’s full connected TV measurement capabilities.
While CTV advertising brings forward the best of digital media in terms of nuanced audience targeting and programmatic delivery, the available metrics for measuring CTV can sometimes feel more archaic than legacy TV standards.
TV measurement panel provider TVision has closed a $16 million investment round led by iSpot.tv in a deal that will give the Nielsen rival expanded access to coverage of connected TV audiences across more than 900 streaming apps and publishers.
Panel-based measurement provider TVision announced a $16 million venture round led by alternative TV measurement provider iSpot with participation from SIG Capital, Accomplice and Golden Ventures. This brings TVision total funding to $58 million.
The "viewability" and "attention" metrics of political advertising continue to score better results compared to other TV advertising, according to TVision..
The following ads are ones that got the top Creative Attention scores on TVision’s Ad Scoreboard for the period from June-August 2022.
Attention metrics are – ahem – receiving a lot of attention these days.
In a word, calibration is about “personification,” Cunningham added. “Calibration panels have a much narrower application than audience panels and can help produce more stable, identity-based measurement,” he said.
E.W. Scripps’ Scripps Networks division said it will use TVision’s viewer attention data to highlight the engaged audiences of its over-the-air channels during upfront presentations.
“Attention” measurement grabbed the limelight on the opening day of the ARF Audiencexscience Conference Tuesday.
In a break with the past, Super Bowl commercials pulled in more “attention” from men than women. TVision, which uses “eyes on screen” technology -- “computer vision” -- says men scored a 126.7 index for “commercial attention” vs. a 120.3 index for women.
While TV measurement moves to big data sets, panels remain crucial as lawsuits and widely varying claims roil industry.
Can you make a sale off an ad that no one’s seeing? Not without a side of telepathy. According to a paper published in the academic journal Marketing Science last week, 30% of TV ads play to empty rooms.
As we count down the final hours to Super Bowl 56, there’s only one question left to answer—what the question is, though, depends on whether you are a viewer or a marketer. For fans, of course, the question is whether the LA Rams or Cincinnati Bengals will dominate the gridiron. But for marketers, it’s not about the battle for the Lombardi Trophy—it’s about the battle for eyeballs.
Most TV measurement services can determine whether an ad was shown, but not whether people were engaged with it, or if they were even in the room when the ad aired. TVision, which is trying to unseat de facto TV measurement leader Nielsen, places a box with eye-tracking technology in the homes of volunteers.
Once again a crisis is catalyzing change in the TV and streaming ad industry.
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