--- title: "Analysis: Variance of TV Attention" description: We analyzed five individual brands - across a variety of verticals - to see how they compared with IPG Media Lab’s industry benchmarks. We found that individual brand TV viewability had a broad range - from as low as 58.7% for a leading finance brand to 78.6% for a healthcare brand. image: https://www.tvisioninsights.com/hubfs/vladimir-kudinov-58771-unsplash.jpg --- [![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/) Insights # Analysis: Variance of TV Attention April 2   |   Insights IPG Media Lab recently released a new report powered by TVision data: [Quantifying TV Attention](http://tvviewability.com/). Among the findings were that 29% of the time, there’s no one in the room when a TV ad airs. Since the concept of attention indicates whether an ad has the *opportunity to be seen*, a TV ad airing to an empty room is [not viewable](http://tvisioninsights.com/what-is-tv-viewability). IPG Media Lab’s report has given the industry a lot to digest - especially with Upfront season upon us. Since every brand is unique, we wanted to understand how these numbers varied across a variety of brands and factors. To dig deeper, we investigated: - Are leading brands performing higher or lower than IPG Media Lab’s industry averages? - Does TV Attention vary within dayparts? - How does viewer age impact TV attention? - Does TV Viewability vary month over month? We analyzed five individual brands - across a variety of verticals like Auto, CPG, Finance, Insurance, and Healthcare - to see how they compared with IPG Media Lab’s industry benchmarks. Of the brands we looked at, we found that individual brand TV viewability had a broad range - from as low as 58.7% for a leading finance brand to 78.6% for a healthcare brand - all compared to the 71.0% industry average IPG Media Lab found across all brands and verticals. ![TVViewability_Variance_ByBrand](https://www.tvisioninsights.com/hs-fs/hubfs/TVViewability_Variance_ByBrand.png?width=800&name=TVViewability_Variance_ByBrand.png) For these specific brands, it’s important to note that their viewability rate reflected all dayparts, pod positions, program genres, and more. When we dug deeper into TV dayparts, looking solely at Prime, we also saw a wide variance across various brands. We found that one CPG brand moved ahead of the Auto brand in TV Viewability. ![TVViewability_Prime_Variance_ByBrand](https://www.tvisioninsights.com/hs-fs/hubfs/TVViewability_Prime_Variance_ByBrand.png?width=800&name=TVViewability_Prime_Variance_ByBrand.png) Pod position is also a key factor in TV Attention. While IPG Media Lab saw an average of 72.2% TV Attention for commercials that aired first in pod, the effect of first-in-pod was not the same for everyone. ![TVViewability_FirstinPod_Variance_ByBrand](https://www.tvisioninsights.com/hs-fs/hubfs/TVViewability_FirstinPod_Variance_ByBrand.png?width=800&name=TVViewability_FirstinPod_Variance_ByBrand.png) Attention also varies dramatically based on age breakout. As shown below, 55+ attention is significantly higher than each brand’s average. Great if the brands are targeting 55+. Not so great if the brands are targeting younger consumers. While the analyzed brands did not necessarily target Millennials (18-34) or Adults 55+, it is hard for brands to ignore the impact on these large demographic groups. ![TVViewability_A18-34_Variance_ByBrand](https://www.tvisioninsights.com/hs-fs/hubfs/TVViewability_A18-34_Variance_ByBrand.png?width=800&name=TVViewability_A18-34_Variance_ByBrand.png)![TVViewability_A55+_Variance_ByBrand](https://www.tvisioninsights.com/hs-fs/hubfs/TVViewability_A55+_Variance_ByBrand.png?width=800&name=TVViewability_A55+_Variance_ByBrand.png) Lastly, we wanted to understand how each brand’s TV Attention varied by month - since TV campaigns are planned and bought across varying periods. By analyzing average percent change by month, we found that every brand saw a range of variance over different campaign periods. ![TVViewability_MonthlyChange_Variance_ByBrand](https://www.tvisioninsights.com/hs-fs/hubfs/TVViewability_MonthlyChange_Variance_ByBrand.png?width=800&name=TVViewability_MonthlyChange_Variance_ByBrand.png) IPG’s Magna estimates that TV spend will reach $58 Billion in 2019, and IPG Media Lab estimates [29% of TV impressions air to an empty room](http://tvviewability.com). Seeing the variation in TV Attention from brand to brand, across many different factors, it is clear that simply understanding average performance is not enough. With Upfront season upon us, it is time to understand your brand’s unique performance and plan accordingly.   [![TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/5eeec174-ffb8-4a4a-81d3-9e747704521a.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/5eeec174-ffb8-4a4a-81d3-9e747704521a) ![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) [![The TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/6b181378-6650-4289-8bad-aa2394689443.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/6b181378-6650-4289-8bad-aa2394689443) ### 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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