TVision Insights’ Newest Eyes-on-Screen TV Attention Report Reveals Second-by-Second Insight Into the Content That Breaks Through to Capture Viewer Attention

Report Highlights Moms’ Attention to Competition Shows between July and September 2017

TVision Insights, the leader in measuring eyes-on-screen attention to every second of programming and advertising on television, today released its Q3 2017 Eyes-on-Screen TV Attention Report. The report helps brands, agencies, and networks identify which content breaks through distractions to capture viewer attention at a person-level, second-by-second.

“At TVision Insights, we believe that eyes-on-screen TV attention is the starting point for measuring the quality of viewer engagement,” said Mark Green, Chief Strategy Officer at TVision Insights. “No engagement can happen if people aren’t paying attention.”

ABC’s “Modern Family” (180.5) and AMC’s “Turn: Washington Spies” (175.9) scored the highest on TVision’s Attention Index for primetime broadcast and cable respectively. P&G’s Bounce (115.9) and luxury transporter Land Rover (110.4) produced the most engaging ads of the quarter.

The Q3 2017 Eyes-on-Screen TV Attention Report also takes a deep look at how Moms engaged with TV during the summer and back-to-school seasons:

  • Moms paid more attention to TV at night - Moms gave TV their greatest level of attention between 8 p.m. and 1 a.m.
  • Moms enjoyed competition and reality TV this summer -  Competition shows, led by NBC’s “World of Dance” and ABC’s “Dancing with the Stars” captured Mom’s attention in the quarter. TLC’s “Counting On” led the way for the same time period on cable.
  • Yoplait Go-Gurt won with humor and an unexpected ending - Yoplait’s “Playground” captured a Creative Attention Score (CAS) of 205.0, making it the most effective primetime ad overall at standing out from surrounding content. It scored especially well with females, who paid 46% more attention to the ad than males.

All rankings and data are based off of TVision’s proprietary technology and single-source panel. Their computer vision technology passively measures eyes-on-screen attention to content. The opt-in panel has installed proprietary, privacy-safe hardware & software allowing for passive monitoring of their television viewing behaviors. The result is person-level measurement data reported second-by-second. Media buyers and sellers both use TVision’s attention data to make smarter decisions around messaging, media plans, programming, and valuing inventory.

The data in this report was collected from July 1 to September 30, 2017, from panelists in Atlanta, Boston, Chicago, Dallas, Los Angeles, New York, and Seattle.

To view the full report, visit

TV and CTV Attention Report
The TV and CTV Attention Report