Hulu's Mrs. America (S1) topped the Co-Viewing rate for May. Ads from Dial, Olay and Seresto broke through for Attention.
TVision uses cutting-edge technology to uncover second-by-second, person-level TV engagement data. Below is the list of May's linear and streaming data, with programs brands and ads ranked by TV Ad Attention.
If you are interested in a broader look at how TV viewing and ad engagement has changed during the pandemic, please read our post, "TV Watching Has Changed."
To learn more about our methodology, specific shows, or the breakdown by demographics or daypart, contact us and we’ll help you find the data you need.
Top OTT Programs, by Attention Index
Attention Index measures how effectively a specific program keeps a viewer’s eyes on the TV screen while the viewer is in the room with the TV on.
| Program | Application | Attention Index |
| After Life (S2) | Netflix | 157.1 |
| The Midnight Gospel (S1) | Netflix | 153.9 |
| Mrs. America (S1) | Hulu | 152.7 |
| Little Fires Everywhere (S1) | Hulu | 150.1 |
| The Great (S1) | Hulu | 148.6 |
Co-Viewing Rate refers to the number of episode views with more than one person in front of the screen.
| Program | Application | Co-Viewing Rate |
| Mrs. America (S1) | Hulu | 84% |
| Magic For Humans (S3) | Netflix | 81% |
| Hollywood (S1) | Netflix | 80% |
| Outer Banks (S1) | Netflix | 80% |
| Too Hot to Handle (S1) | Netflix | 77% |
Binge Rate measures the percentage of episode views where the viewer has watched 3 or more episodes in a single session.
| Program | Application | Binge Rate |
| Workin' Moms (S4) | Netflix | 51% |
| Into the Night (S1) | Netflix | 50% |
| Never Have I Ever (S1) | Netflix | 49% |
| Dead to Me (S2) | Netflix | 48% |
| Upload (S1) | Amazon | 45% |
TV Ad Attention represents the opportunity to see an ad - calculated as the percentage of ad impressions where a viewer was in the room for two or more seconds.
Top Programs by TV Ad Attention, BROADCAST
TVision Performance Metrics, May 2020
| Program | Network | Ad Attention |
| Zoey's Extraordinary Playlist | NBC | 82.0% |
| Batwoman | CW | 81.2% |
| SEAL Team | CBS | 80.8% |
| FBI: Most Wanted | CBS | 80.5% |
| The Baker and the Beauty | ABC | 79.7% |
Top Programs by TV Ad Attention, CABLE
TVision Performance Metrics, May 2020
| Program | Network | Ad Attention |
| Lockup | National Geographic | 85.9% |
| Mexico Life | HGTV | 84.2% |
| Good Witch | Hallmark | 83.4% |
| The Profit | CNBC | 83.4% |
| Rick and Morty | Adult Swim | 82.1% |
The brands with the best Ad Attention scores are making smart media-buying decisions - at the network, program and daypart level.
Top Brands by TV Ad Attention
TVision Performance Metrics, May 2020
| Brand | Ad Attention (%) |
| Kohler | 76.0% |
| America's Milk Processors | 74.4% |
| Amazon Music | 74.0% |
| Metamucil | 73.8% |
| Pray.com | 73.7% |
Kohler's ad recorded the highest Attention for the month. America's Milk Processors land a top 5 for the first time in 2020, Amazon Music, Metamucil and Pray.com close our top 5 for May.
To identify April's top ad for Attention, we used our Creative Attention Score (CAS), to determine how well the creative breaks through. These are the brand ads that drove the greatest audience engagement - isolated from the effects of media placement. We identified the top ad overall, as well as for men and women.
May's Top Ad - OVERALL
Dial - 'In Our Hands' (116 Creative Attention Score): The commercial engages viewers with music and visuals.
May's Top Ad - Women
Seresto's - 'Seresto, Seresto, Seresto' (110.5 Creative Attention Score): A cute dog and humorous visuals ensured women paid attention to this ad for managing fleas and ticks.
May's Top Ad - Men
Olay's - "Denis Bidot's Skin is Powerful" (109.7 Creative Attention Score): This ad for beautiful skin from Olay captured attention of men and women, and peaked for men when Bidot enthusiastically discusses the energy Olay gives her.
=For more information on Ad Attention, Ad Attention, or OTT Content, contact us.
The TV landscape is changing quickly. Let us help keep you in the know.
