--- title: The ARF Attention Report Shows Promise and Opportunity for Attention Metric Adoption description: Attention Measurement is having quite the moment in 2022 as the ad industry embraces quality measurement in conjunction with quantity measurement standards. The ARF Attention Report dives into the adoption and usage of this emerging metric.  image: https://www.tvisioninsights.com/hubfs/Co-Viewing%20Blog%20Hero.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/) Blog  |   Insights # The ARF Attention Report Shows Promise and Opportunity for Attention Metric Adoption By Alex Banks, SVP Brand & Agency Partnerships   |   May 3   |   Blog  |   Insights Attention Measurement is having quite the moment in 2022 as the ad industry embraces quality measurement in conjunction with quantity measurement standards. Our friends at Dentsu spoke to the importance of attention during the [ANA’s recent Global Day of Learning: Media](https://www.ana.net/content/show/id/ms-mktglobtrain22), and now we have more research on attention released this week from the ARF in conjunction with The Attention Council.  [The ARF Attention Report](https://thearf.org/category/ua_resource/the-arf-attention-report/) dives into the adoption and usage of this emerging metric.  As TV consumption and measurement landscapes shift, the adoption of TV viewability and eyes-on-screen measurement has been quietly gaining steam. TVision, an active member of The ARF and The Attention Council, focuses on how people really watch television and helps brands and agencies get more out of their TV spend. The ARF’s recent research takes a holistic look at the role of attention measurement across TV, CTV and digital.  Here’s my quick take on some of the key learnings from the report.  - Adoption & education efforts must continue - Attention metrics are adding value to brands and agencies - Attention data improves media buying, not just creative  **Even as the market adoption increases, more education is needed** One of the clear take-aways from the report is that the buy-side continues to struggle with understanding how to integrate attention metrics beyond creative impact. That said, media buyers are eager to learn. In fact, as noted in the report more than 75% of buyers would consider using attention metrics for media planning and buying in the future.   Real-world examples of how attention integrates into media planning to create more value in campaigns are especially important right now. One such example comes from Anheuser Busch, Dentsu and A+E. The companies worked together to create an [Attention Guarantee ](https://www.tvisioninsights.com/resources/adage-anheuser-bush-uses-ae-targeting-tool-to-guarantee-people-are-actually-watching-tv-ads)that produced more value in terms of ad engagement than a traditional campaign.  [![Screen Shot 2022-05-02 at 4.00.36 PM](https://www.tvisioninsights.com/hs-fs/hubfs/Screen%20Shot%202022-05-02%20at%204.00.36%20PM.png?width=421&name=Screen%20Shot%202022-05-02%20at%204.00.36%20PM.png)](https://www.tvisioninsights.com/resources/adage-anheuser-bush-uses-ae-targeting-tool-to-guarantee-people-are-actually-watching-tv-ads)   The Attention Council, TVision, and our peers will continue to inform, educate, and showcase the impact that attention metrics have on campaign performance. Awareness building and market education efforts should remain a top priority. The Attention Council’s recent report [“The Link Between Attention Metrics and Outcomes”](https://static1.squarespace.com/static/5dcf224c0f30917cacb707d8/t/6144c1ada03eef526838c6d5/1631895981910/tac-linking-attention-metrics-and-outcomes.pdf) highlights dozens of use cases. **Attention metrics are adding value to brands and agencies** According to the ARF survey, the market (including 94% of buy-side respondents) clearly understands that attention metrics represent an innovation and improvement on the current state of affairs, rather than a complete replacement for existing measurement. Leveraging attention data, especially on TV where the spend remains significant, moves the needle in terms of business outcomes. A few percentage points of improvement in viewability or consumer attention on TV can have a huge impact on overall campaign performance and ROAS, as we have seen with clients like this consumer products company. [![Screen Shot 2022-05-02 at 3.58.31 PM](https://www.tvisioninsights.com/hs-fs/hubfs/Screen%20Shot%202022-05-02%20at%203.58.31%20PM.png?width=413&name=Screen%20Shot%202022-05-02%20at%203.58.31%20PM.png)](https://info.tvisioninsights.com/upfront-ebook)  **Attention data improves media buying, not just creative ** Attention measurement remains a big part of [creative testing](https://info.tvisioninsights.com/tvision_realeyes_report). Good creative is at the center of every good campaign, and an effective creative helps to keep someone in the room or gets them to look up from their phone for at least a few seconds.   However, as GroupM’s Irwin Gotlieb explained at a recent event we held with attention metrics company Adelaide, early adopters on the planning side are taking advantage of “knowledge asymmetry” and market inefficiencies. Properly valuing the media opportunities that overdeliver consumer eyeballs (or even the opportunity for them to see the ad as opposed to empty rooms), has proven time and time again to help marketers get significantly more ROI from their TV spend. Higher ratings don’t always mean higher attention, of course.  [![Screen Shot 2022-05-02 at 8.31.36 AM](https://www.tvisioninsights.com/hs-fs/hubfs/Screen%20Shot%202022-05-02%20at%208.31.36%20AM.png?width=835&name=Screen%20Shot%202022-05-02%20at%208.31.36%20AM.png)](https://info.tvisioninsights.com/upfront-ebook) Some innovative and forward-thinking brands and agencies, like Anheuser-Busch InBev and Dentsu have been early-adopters and have capitalized on the aforementioned knowledge asymmetry in the marketplace. The good news is that this recent ARF research demonstrates that this window of opportunity remains open, at least for the time being.  “Yes, we’ve tested. Yes, we’ve seen the results -- but now we’re actually planning, optimizing and buying against it,” says Cara Lewis, Chief Investment Officer, Dentsu, [ARF Conference](https://www.mediapost.com/publications/article/372977/dentsu-deploys-attention-metrics-begins-transac.html), April 2022 To wrap up, the report validates what we are seeing and hearing from advertisers every day.  Attention metrics are on the radar of all smart, innovative marketing teams. However, it appears more education and evidence of effectiveness is still needed, especially as it relates to the use of attention metrics in media planning and negotiations. Early adopters of attention are one step ahead of the market and seeing real gains, but they are hesitant to share their insights. That might be understandable. Would you want to reveal your secret weapon?  [![Upfront Guide](https://no-cache.hubspot.com/cta/default/3023204/905bf1e4-1a48-45ea-9dbf-9ff2f6bb8abb.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/905bf1e4-1a48-45ea-9dbf-9ff2f6bb8abb) ![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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