--- title: Attention Data Identifies the Moments That Drive Ad Recall description: Unlike tune-away or inferred attention data, eyes-on-screen attention data helps identify the most powerful moments of a creative concept. image: https://www.tvisioninsights.com/hubfs/Attention%20Data%20Identifies%20the%20Moments%20That%20Drive%20Ad%20Recall.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/) Case Studies # Attention Data Identifies the Moments That Drive Ad Recall January 18   |   Case Studies **Second-by-second Attention Can Inform Editing of Longer Form Creative** Commercials are expensive to produce. When they work, the spot is often adjusted for shorter :15 and now :06-second formats. But the value of the work can fall to the cutting room floor if the creative team doesn't know why the original was so powerful. ##### OBJECTIVE A global battery brand wanted to understand why the :30-second version of their ad performed beautifully, while the shorter :15-second version did not. Why were they losing the audience’s attention on the shorter version? ##### ANALYSIS TVision Insights used its second-by-second attention data to analyze the audience's reaction to the :30, which was funny, engaging, and captured a high Creative Attention Score. As the chart on the right shows, there were several points in the ad when attention spiked. At each point, there was a visual or auditory cue that coincided with the attention increase. A bell rang, flames shot up, the police busted down the door. Each caused the audience to watch more closely. These action-movie stylings captured and held the viewer’s attention. But some of these were edited out of the :15-second version, diminishing the impact of the original creative concept. This **understanding of second-by-second attention to the screen is critical to making every version of the creative execution grab the viewers' interest**. ![Battery_SecondbySecond](https://www.tvisioninsights.com/hs-fs/hubfs/Imported_Blog_Media/battery_graph@2x.png?width=475&height=600&name=battery_graph@2x.png) ##### CONCLUSION Unlike tune-away or inferred attention data, **eyes-on-screen attention data helps identify the most powerful moments of a creative concept** and retain impact when longer commercials are edited for distribution. With TVision Insight's attention data, brands get in-market evidence of what drives eyes-on-screen attention. Cutting down a :30 to a :15 should be done carefully to maintain the best seconds of the longer creative concept. The triggers for attention make sure viewers stay tuned to see the full message. Want to learn more about how to analyze your own attention triggers? [Contact us](https://www.tvisioninsights.com/contact/). [Download the PDF](https://www.tvisioninsights.com/wp-content/uploads/2018/01/CaseStudy_Battery_CommercialLength.pdf) [![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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