--- title: Eyes-on-Screen Attention is a 4x Better Predictor of Store Visits than Ad Exposure for QSRs description: A recent collaboration between TVision Insights and Sense360, an insights and intelligence provider, showed that brands that capture more viewer attention with their TV commercials see a rise in store visits. This predictive impact correlates more strongly than frequency of exposure to the ad. image: https://www.tvisioninsights.com/hubfs/Eyes-on-Screen%20Attention%20is%20a%204x%20Better%20Predictor%20of%20Store%20Visits%20than%20Ad%20Exposure%20for%20QSRs.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 # Eyes-on-Screen Attention is a 4x Better Predictor of Store Visits than Ad Exposure for QSRs March 26   |   Case Studies *Viewer Wear-Out from Over-Exposure also Identified* A recent collaboration between TVision Insights and [Sense360](https://sense360.com/), an insights and intelligence provider, showed that brands that capture more viewer attention with their TV commercials see a rise in store visits. This predictive impact correlates more strongly than frequency of exposure to the ad. The study revealed that attention to TV ads was more predictive than exposure to TV ads — up to four times more predictive, in the case of a particular KFC campaign. ##### OBJECTIVE Is there a link between increased viewer attention to TV ads and increased store visits? To find out, TVision Insights recently combined its proprietary technology for measuring eyes-on-screen attention during television ads with Sense360’s analysis of observed customer visits at Quick Service Restaurants (QSRs). ##### APPROACH TVision Insights and Sense360 worked together to map viewer attention to the outcome of a store visit. TVision Insights’ passive, always-on technology captures the second-by-second data on who is in the room, what they are watching, and whether or not they are paying attention. Viewing data is captured across cable, satellite, over-the-top (OTT) and over-the-air distribution. Using their SDK to anonymously gather users' location, activity and context, Sense360 captured the number of store visits in each DMA to map out a comprehensive path to purchase. The two data sets were used to marry viewer data with activity within a 2-day period. ![TVision_Sense360_Methodology](https://www.tvisioninsights.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2018-03-14-16_12_21-1030x313.png?width=700&height=213&name=Screenshot-2018-03-14-16_12_21-1030x313.png) The implications of the study are significant. It is no longer enough for brands to buy television advertising based on the size and demographics of the viewing audience. They need to use new evaluation techniques, including attention, to determine campaign impact and ROAS. ##### RESULTS **Attentive Impressions for TV ads were 4 times more predictive of KFC store visits than non-attentive impressions.** The collaboration between TVision Insights and Sense360 revealed a statistically significant relationship between ads that scored high for Attentive Impressions. **There was a measurable “wear-out” effect.** TVision Insights and Sense360 documented a “wear-out” effect among Attentive Impressions, with predictive value increasing initially and then diminishing after repeated exposures. ##### CONCLUSION Attention is a proven metric for driving outcomes, that is more effective than measuring exposures alone. Brands must optimize frequencies based on attention to drive better impact and return on ad spend. [Download the PDF](https://www.tvisioninsights.com/wp-content/uploads/2018/03/TVision_Sense360_CaseStudy_StoreVisits.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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