MediaPost: IPG Lab Measures TV 'Attention,' Finds Similar Levels To Digital

By Joe Mandese, MediaPost

In a development that could change the way some in the ad industry think about the concept of “attention,” the IPG Media Lab has released a study purporting to compare TV’s ad attention with that of digital’s and it found they’re actually not that different.

Digital vs TV viewability - MediaPost

Read the full article in MediaPost and press release at IPG Media Lab.

TV and CTV Attention Report
The TV and CTV Attention Report