With summer on the wane and vacations ending, August is the month when reality hits. It’s also the month of reality hits, judging by TVision’s metrics for ad attention. In this month's report of the top shows, brands, and ads that captured viewer attention, two of the top four broadcast shows for ad attention were reality competitions: ABC’s Holey Moley 3D in 2D (46.1%) and NBC’s American Ninja Warrior (43.2%).
But in addition to reality, viewers also indulged in a bit of fantasy, with FOX’s Fantasy Island (43.2%) and another dynastic series, CW’s aptly named Dynasty (44.70%), rounding out the top four.
Confused? Don’t be. Those numbers reflect a multifaceted TV ecosystem, with programming and marketing campaigns that cater to seemingly every demo, daypart, and device. That’s why TVision has developed metrics that bring context and clarity to a dynamic, ever-evolving landscape. Dig deeper, and you’ll find out who’s actually watching which shows when, and also which ads are resonating with their intended audiences. Our numbers filter out the video wallpaper and background noise and zero in on the content and advertising creative that’s keeping eyes glued to the screen, which is the metric that really matters.
For linear TV in August, the top 10 brands for ad attention were a study in contrasts. From snack chips (Doritos) to dental implants (Clear Choice), sports betting (DraftKings) to investment firms (Fisher Investments), cars (Kia) to colon tests (Cologuard), our attention rankings indicate that no matter what you’re peddling, you can get your message in front of the right audience if you do your homework and apply the proper metrics.
TVision also provided revealing insights into Connected TV (CTV) viewership in August. Netflix retained its position as the top app for streaming, with four of the top five programs for the month in terms of time spent. New No. 1 Outer Banks (12%) doubled up on July’s No. 1, Virgin River, with two other newcomers (Cocaine Cowboys: The Kings of Miami) and Bake Squad (back to reality again) rounding out the top five. Only Apple TV’s eternally optimistic Ted Lasso, at No. 3, kept Netflix from sweeping the Top 5.
But a deeper dive into Ted Lasso shows why a more granular analysis, and monthly reporting, are so important. The show, starring Jason Sudeikis as an endearingly overmatched soccer coach, became a surprise hit of 2021. In addition to Time Spent, Ted Lasso also showed an increase in Co Viewing from July to August, an indication that it had achieved the much-desired cultural status of an experience that viewers want to share.
But another metric indicates that Ted Lasso could also suffer the fate of shows that end up falling as quickly as they rise. TVision’s Attention to Visible, an indication of how attentive viewers are while in the room, dropped for Ted Lasso between July and August. As always in TV, attracting attention is one thing — maintaining it is another.
For more on how TVision is using innovative technology and data analysis to reveal second-by-second engagement metrics for both programming and advertising, in both linear and CTV, contact us.