--- title: "Yan Liu Explains TV Attention  Measurement on the Podcast \"Advertising is Dead\"" description: Yan Liu explains the value of TV attention and why sports like IPL engage audiences so well for advertisers. image: https://www.tvisioninsights.com/hubfs/IPLCricket.jpeg --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) Blog # Yan Liu Explains TV Attention  Measurement on the Podcast "Advertising is Dead" January 13   |   Blog "Advertising is Dead" host Varun Duggirala interviews our CEO, Yan Liu  and Shikher Chaudhary (Director, Neurons Inc Asia), about the value of attention and engagement in understanding the impact and value of sports-based programming in India.  Yan says that TVision data shows that India Premiere League (IPL) captures incredibly high attention from its audiences. Both the volume of viewing of IPL and the high levels of viewer attention combine to make IPL a very strong opportunity for advertisers looking to reach sports viewers.  Listen to the [full conversation on Spotify](https://open.spotify.com/episode/6rgC2YvREyDqkZtzfiLBnQ).  Download the two reports on India Premiere League ad engagement directly: - [The TVision India Attention and Engagement Report](https://info.tvisioninsights.com/india-attention-report) - [TVision's Attention and Engagement Report Update](https://info.tvisioninsights.com/india-attention-report-2)   [![State of CTV Report](https://no-cache.hubspot.com/cta/default/3023204/d79761c7-209b-4cae-b581-ed59a2be2598.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/d79761c7-209b-4cae-b581-ed59a2be2598) ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## More resources from TVision [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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