in AdWeek, OMD USA's Chief Data and Technology Officer Sebastien Hernoux, uses TVision's data to explain how viewer attention indicates just how impressive the Super Bowl is in terms of advertising impact.
With its massive audience and high attention for advertisements, the Super Bowl gives advertisers a perfect platform to reach a large and highly engaged audience, especially among the coveted 18-34 year old demo. Sebastian writes, "For example, from 2019-2021, people in the 18-34 demo found Super Bowl ads to be more engaging than the game itself. Their TVision Attention Index, which measures the proportion of time viewers spend with their eyes on the screen, was 114.0 for the ads, but only 112.1 for the game itself."
Want to learn more about how viewers pay attention to the Super Bowl? Join TVision online on Thursday, February 17 at 12 ET. We will review our insights from the 2022 Super Bowl, including the top ads that captured attention, and our insights on how viewers watched the Super Bowl - including co-viewing and streaming.