March 2022 featured a number of breakthrough advertising moments which we highlight below. This monthly report focuses on the top-performing brands for ad attention overall and the top ads for Creative Attention. If you're interested in how viewer engagement varies by program and platform, check out these links to see the top shows of March across Broadcast, Cable, and how audiences are spending their time across CTV apps and programs.
The NCAA basketball tournament, March Madness, always provides a strong opportunity for brands to capture the attention of engaged sports fans. This year's event was no different. Whether fans were tuned in to watch their favorite team or root for America's underdog darlings from St. Peter's the event provided plenty of opportunities for brands to breakthrough.
In particular, AT&T capitalized on Duke men's basketball Coach Mike Krzyzewski's long run through the tournament in his final season of a storied career. The ad "Lily + Coach K" in which the coach interviews for a job at the Verizon store captured the attention of men better than any other ad in March with a Creative Attention Score of 112.7. 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, Red Bull's ad captured the highest attention in March. the "It Gives You Wiiings" ad notched a CAS of 114.2.
But the ad that captured the most attention overall in March came from Bailey's, with a CAS of 116.6. The "Hot Chocolate Guru" kept viewers engaged as she mixed the perfect spiked hot chocolate.
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.
Pendulum, the probiotic for the management of Type 2 Diabetes, captured attention best in March 2022 with its advertisements, posting an impressive 43.6% ad attention. The typical linear TV ad captures 37% attention. American Cruise Lines, Polestar, Pacific Life, and Great Call also made our list of Top 5 brands for capturing Ad Attention according to TVision data.
| Brand | Industry | Ad Attention |
| Pendulum | Health | 43.60% |
| American Cruise Lines | Travel | 43.30% |
| Polestar | Automotive | 43.00% |
| Pacific Life | Legal / Financial | 42.30% |
| Great Call | Technology | 42.10% |
The lists below spotlight the brands that outperformed others in their industry when it comes to engaging audiences with attentive ads.
With Americans traveling and planning vacations more now than during the past two years, the travel industry is investing heavily in advertising. American Cruise Lines, AirBnB and Viking Cruises all achieved ad attention that is well above the overall linear average. Take a look at the lists below to see other leaders in attention by industry.
Don't see your brand? Contact us to see how your ads performed.
| TRAVEL | ATTENTION % | CONSUMER PRODUCTS | ATTENTION % | |
| American Cruise Lines | 43.3% | Flex Seal | 40.10% | |
| Airbnb | 41.80% | Simparica Trio | 39.80% | |
| Viking Cruises | 39.80% | Zoetis |
39.70% |
|
TELECOM |
ATTENTION % | HEALTHCARE | ATTENTION % | |
| Consumer Cellular | 38.60% | Pendulum | 43.6 | |
| Mint Mobile | 38.30% | Dana-Farber Cancer Institute | 40.30% | |
| Verizon | 36.80% | Bristol-Myers Squibb Company | 40.30% |
| RETAIL | ATTENTION % | INSURANCE & FINANCE | ATTENTION % | |
| Ruggable | 39.90% | Pacific Life | 42.3 | |
| Solo Stove | 39.80% | J.G. Wentworth | 40.70% | |
| 1-800-FLOWERS.COM | 39.50% | Aflac | 40.00% |
| FOOD & BEVERAGE | ATTENTION % | RESTAURANTS | ATTENTION % | |
| Firstleaf | 41.40% | Tropical Smoothie Cafe | 38.60% | |
| Metamucil | 38.70% | Freshly | 37.70% | |
| Boar’s Head | 37.50% | Chic-fil-A | 37.50% |
| AUTO | ATTENTION % | TECH | ATTENTION % | |
| Polestar | 43% | Great Call | 42.10% | |
| Subaru | 40.10% | Apple | 40.00% | |
| Volkswagen | 39.70% | 37.70% |
| ENTERTAINMENT | ATTENTION % | SERVICES | ATTENTION % | |
| Lionsgate | 41.10% | Del Webb | 41.40% | |
| Sony Pictures | 40.30% | CDW | 40.00% | |
| InnoGames | 40.00% | Pulte Home Company | 39.70% |
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