The New Report Also Spotlights CTV Viewability and Attention Scores for Large Advertisers Across 12 Industries, Including Insurance, Auto, Travel and More
Today TVision, the company measuring every second of TV and CTV viewer engagement, released its semi-annual report: “The State of CTV Advertising” including data on household reach for Netflix and all major competitors, growth of ad-supported apps, and the CTV ad attention and viewability metrics that only TVision can provide.
With major CTV shifts happening now, such as Netflix’s upcoming ad-supported subscription option and the rapid growth of FAST apps, it has become even more important for marketers to understand CTV viewer behavior, app engagement, and category ad investment in CTV. The State of CTV report includes more than 20 pages of insights and data on the evolving CTV landscape.
Important Insight for Those Reporting on Netflix and Other CTV Apps
The report provides key insights and perspectives on the apps that CTV viewers are spending time watching, how viewer behaviors are shifting; the value of premium content, and improvements in CTV ad viewer engagement. According to TVision’s data:
“It’s clear that the future of CTV is ad-supported,” explains Yan Liu, CEO of TVision. “Netflix has a massive opportunity to capitalize on this. While its share of time spent and household reach are declining it is still the far-and-away leader in the category and its premium content is the type of programming CTV viewers engage with best.”
Report Unveils Key Insights into CTV Advertising; Including Brand Specific Performance from TVision’s Ad Scoreboard
As brands formulate their CTV advertising strategies and investments, and as FAST apps grow in popularity, CTV ad engagement is an increasingly important metric. The report shows the following:
“TVision is the only measurement provider delivering apples-to-apples, cross-platform attention and viewability metrics for CTV advertising campaigns,” explained Liu. “This report shows some of the brand-level insights our accessible, easy-to-use SAAS platform Ad Scoreboard delivers to marketers.”
The data for this report was collected from January 1, 2022, to June 30, 2022 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 H1 2022, and viewers P2+, unless otherwise noted. Top programs and ads are limited to English-speaking content only.
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.