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The Brands and Ads That Captured Attention Best in April 2022

Written by TVision | May 12, 2022 7:01:31 PM

While the month of April typically sees television and ad industry insiders turning their focus to the future with Upfronts taking center stage, there is still plenty of great content and advertising engaging audiences on the television screen right now. 

Keep reading for our full report on how brands and ads captured attention in the month of April 2022. The report reviews the top-performing brands for ad attention overall and the top ads for Creative Attention Score. Also, check out the top shows of April across Broadcast, Cable and CTV.

TVision's Creative Attention Score (CAS) measures how well a specific piece of creative captures attention compared to other ads that ran in the same pod. This breakthrough score allows marketers to understand ad impact, and better predict wear-out.

We also measure overall ad attention. This metric reveals how a brand's TV ad campaigns performed for the month. To effectively breakthrough and capture attention to ads, marketers must combine the right mix of well-performing media, on the appropriate networks, apps, and dayparts, with creative that is relevant, and engaging. TVision's second-by-second, eyes-on-screen attention data enables marketers to understand just how well their ad campaigns and specific creative pieces are performing.

Peyton Manning Scores Big for Workday

The ad that broke through to capture attention best in April 2022 was Workday's "Omaha" which features the famous quarterback and prolific endorser Peyton Manning.  The ad notched a 111.2 Creative Attention Score among all audiences. Workday combined the well-liked celebrity spokesperson with tried and true creative elements such as loud noises and fast scene changes to keep audiences' attention on the ad. 

As a reminder,  TVision's Creative Attention Score (CAS) measures how well a specific piece of creative captures attention compared to other ads that ran in the same pod. This breakthrough score allows marketers to understand ad impact, and better predict wear-out. In the videos below we chart attention second-by-second - so you can better understand which creative elements draw the viewer's eyes to the screen. 

 

Among females, Drivetime's "Reminder Signs" ad captured the highest attention in April with a CAS of 112.0 for women.

The ad that captured the most attention from men in April came from IKEA, with a CAS of 114.3 for men. "Let Play Unwind Your Mind" encouraged viewers to step away from the computer and play. 

Brand Leaders for Attention Maximize Smart Creative with Effective Media Planning

We also measure a brand's overall attention to understand how their TV ad campaigns are performing in the month.  Effective ad campaigns are the result of several distinct factors all working well - from strong performing media placements, within the appropriate networks, apps, and dayparts, to original creative that is relevant, and engaging. 

Top 5 Brands for Ad Attention - April 2022

The health industry had a particularly strong month placing three brands - Vuity, Argenx and Pfizer - in the top five for brand attention overall.

Brand Industry Ad Attention
GreatCall Telecom 45.2%
VUITY Health  42.3%
Argenx Health  41.5%
Pfizer Health  41.5%
Airbnb Travel  41.5%

 

Top Brands for Ad Attention - April 2022, By Industry

The lists below spotlight the brands that outperformed others in their industry when it comes to engaging audiences with attentive ads.

In addition to the health industry's strong performance in April 2022, the finance/insurance industry and retail industries also each had three brands score about 40% for ad attention. The average for ad attention is 37%. 

Don't see your brand? Contact us to see how your ads performed

TRAVEL ATTENTION  %   CONSUMER PRODUCTS ATTENTION %
Airbnb 41.5%   Simparica Trio 40.1%
Travel Iowa 39.6%   Zoetis 39.1%
Viking Cruises 39.0%   PILOT 38.8%
 
 

TELECOM

ATTENTION %   HEALTHCARE ATTENTION %
GreatCall 45.2%   VUITY 42.3%
Consumer Cellular 40.0%   argenx 41.5%
AT&T 39.2%   Pfizer 41.5%
 
RETAIL ATTENTION %   INSURANCE & FINANCE ATTENTION %
Boxed 41.4%   Prudential 41.5%
Carewell 40.5%   Wells Fargo 41.2%
CVS 40.0%   T. Rowe Price 40.9%
 
FOOD & BEVERAGE ATTENTION %   RESTAURANTS ATTENTION %
Yasso 41.0%   Tropical Smoothie Cafe 40.7%
Powerade 40.9%   Panda Express 38.5%
Coca-Cola Zero Sugar 39.4%   Jimmy John’s 37.7%
 
AUTO ATTENTION %   TECH ATTENTION %
Land Rover 39.2%   Adobe 40.1%
Lincoln 39.2%   Apple 39.7%
Mercedes-Benz 39.2%   Samsung 39.2%

 

ENTERTAINMENT ATTENTION %   SERVICES ATTENTION %
Apple TV+ 39.3%   Keepsake Frames 41.4%
InnoGames 39.3%   Ideal Agent 41.1%
HBO Max 39.0%   API 39.5%