| BRAND SCORES |  |
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| Linear Viewability |  |
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| Linear Attention |  |
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| CTV Viewability |  |
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| CTV Attention |  |
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When we look at the above data, we see little variance in scores. Most retailers are performing within the average zone. Home Depot stands out with better than average attention for Linear TV ads, and Kohl’s CTV advertising is outperforming the industry and it’s linear campaigns.
All results from this report can be found in TVision's Ad Scoreboard. The platform uses a simple scoring system to benchmark ad attention and viewability performance. Advertisers can access their results and uncover competitive performance in this easy-to-use platform.
For example, a score of 7 indicates that the brand is performing better than 70% of all the brands that TVision measures.
| CREATIVE SCORES | |
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| Ad Name |  Feeling Squeezed? |
 Totally Smooth |
 Parking Lot: Early Morning |
 Holidays: Dance |
 Season of Curiosity |
| Creative Breakthrough Score |  101.1 |
101.3 |
101.4 |
101.1 |
 102.8 |
| Network Where the Ad Captured Attention the Best |  55.9% |
 46.7% |
 52.9% |
 45.2% |
 48.9% |
| Top Daypart and % Attention | Early Morning 38.7% |
Morning 40.5% |
Overnight 38.5% |
Prime Access 42.5% |
Morning 45.6% |
In the chart above we spotlight an additional metric: The Creative Breakthrough Score. TVision's Creative Breakthrough Score compares an ad's performance against other ads that ran in the same pod. Advertisers can use this information, found in TVision's Creative Scoreboard to identify breakthrough ads and optimize media placements to better engage viewers.
The % Attention metrics track what percentage of viewers maintained eyes-on-screen attention for at least 2 seconds. The average % Attention for Linear ads is 36% and 34.5% for CTV ads.
Retailers see the best ad attention in the morning dayparts, with several of these ads also doing well in Primetime.
Because a single percentage point increase in attention translates to a corresponding 1% increase in aided awareness and ad recall, optimizing for attention can translate to a significant increase in the number of people who think of the insurer when it's time to buy auto or home insurance.
| CTV ADOTPION | |
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| CTV Adoption Score |  |
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Ads that capture attention on linear, don't always perform the same way on CTV, and so advertisers making significant CTV investments need to understand where their campaigns perform best on CTV. In the case of these retail advertisers, MVPD apps like AT&T Now and Spectrum,, which deliver a linear-like viewing experience are also delivering the most ad attention.
| CTV APP ATTENTION | |
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| CTV App Where the Brand Captured Attention Best |  46.6% |
43.4% |
 54.4% |
 43.5% |
51.1% |
ATTENTION VARIS BY NETWORK, DAYPART AND PROGRAM
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| Linear TV Network Where the Brand Captured Attention Best |  38.6% |
 38.8% |
 40.4% |
39.5% |
 41.5% |
| Linear TV Daypart Where the Brand Captured Attention Best | Late Fringe 35.4% |
Late Fringe 35.3% |
Morning 37.6% |
Prime Time 36.3% |
Morning 35.5% |
| OUT PERFORMING DEMOS | |
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| Best Performing Linear Demo and Ad Attention Difference From the Norm | 50 - 59 -0.10% |
50 -59 -3.00% |
18 - 29 +1.20% |
50 - 59 -1.10% |
60+ -0.70% |
| Best Performing CTV Demo and Ad Attention Difference From the Norm | 18 - 29 -0.60% |
30-39 -1.10% |
18 - 29 +1.20% |
30 - 39 +4.30% |
50+ +1.50% |
See how your brand is performing on Linear and CTV to make apples-to-apples comparisons
See how your brand, creative, and network partners perform against industry averages
Make comparisons with any competitor to uncover what ads and networks drive success
Identify the networks where your target audiences are most engaged
Measure results over time and gain early indicators of performance across Linear and CTV
Understand which parts of your creative get the most attention, down to the second
