--- title: New State of CTV Advertising Report from TVision and DoubleVerify Shows Viewer Attention to CTV Advertising is on the Rise description: Research from TVision and DV shows CTV Ad Attention is on the rise. A new report helps advertisers identify the best CTV opportunities across dayparts and pods. image: https://www.tvisioninsights.com/hubfs/StateofCTV2024-Q1-blog-header2.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/) Blog # New State of CTV Advertising Report from TVision and DoubleVerify Shows Viewer Attention to CTV Advertising is on the Rise May 30   |   Blog *Premium CTV Apps Deliver Higher Attention than Linear TV; Viewer Engagement is Best in Primetime * New York -  (May 30, 2024) – Today TVision, the company measuring every second of TV and CTV viewer engagement, and DoubleVerify, (DV)  a leading software platform for digital media measurement, released the [Q1 2024 State of CTV Advertising Report](https://info.tvisioninsights.com/tvision-dv-ctv-trends-q12024).   Data from Q1 2024 shows increases in CTV advertising volume across all major brand categories, compared to Q1 2023, according to TVision. With more focus on CTV, marketers seek ways to understand, manage, measure and optimize their investments. Attention, Engagement, and Co-viewing have emerged as important metrics that help advertisers understand and analyze the quality of CTV inventory. The industry-leading combination of DV’s impression-level attention data and TVision’s eyes-on-screen attention data empowers marketers to make informed advertising decisions and improve media planning and strategy in CTV. This report brings the data to life, including key insights into app and show engagement, as well as overall ad performance.  According to the report: - The vast majority of households tuned into 3 or fewer apps in Q1 2024.  - Original Equipment Manufacturer (OEM) Free Ad-Supported Streaming TV (FAST) Apps, (ex: The Roku Channel), saw a 9% increase in household reach in Q1 2024, as compared to Q4 2023.  - YouTube (20%), Netflix (17%) and Hulu (10%)  are the top three apps according to Share of Time Spent Viewing.  - The first ad in a pod - a grouping of CTV ads that are played back to back - performs best across both CTV and linear. Additionally, ads perform best in shorter pods.  - Viewers are most engaged with primetime ads, according to the DV Engagement Index. “Data in the [State of CTV Advertising Report](https://info.tvisioninsights.com/tvision-dv-ctv-trends-q12024) highlights the significant opportunity available to advertisers seeking to reach engaged audiences across the CTV ecosystem,” explains Daniel Slotwiner, SVP of Attention at DV. “We can see that CTV continues to grow as a key channel, and marketers can further maximize engagement with smart investments across Advertising-Based Video On Demand (AVOD) and Free Ad-Supported Streaming TV  (FAST), and within specific dayparts.” “Each quarter we see advancements in CTV advertising - in terms of reach and scale but also in terms of attention and engagement from viewers,” said Yan Liu, CEO of TVision. “The latest report highlights these trends and is a useful tool for marketers to better understand CTV attention norms, and how to leverage these metrics within their own campaign processes. DV is a leader in CTV advertising, and as such we are excited to partner with them on this special issue of the State of CTV.” [Download the full report on the TVision website](https://info.tvisioninsights.com/tvision-dv-ctv-trends-q12024). **Report methodology:** The data for this report was collected from January 1, 2023 to March 31, 2024, except when indicated differently, from 5,000 homes across the United States. All data is weighted to represent the country. All demographic data was self-reported by the respondents. All data is measured second by-second, person-by-person. All data is for Q1 2024, and viewers P2+, unless otherwise noted. Top programs and ads are limited to English-speaking content only.  **About TVision**  TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo. **About DV** DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, we make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Learn more at [www.doubleverify.com](https://www.doubleverify.com/). ![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) ### 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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