--- title: The Top Ads for Attention July - September 2022 description: Progressive, Walmart and Liberty Mutual broke through to capture TV audiences' attention best between July and September, 2022. See how the ads perform with key demos and identify the creative elements that work best with this second-by-second ad analysis. image: https://www.tvisioninsights.com/hubfs/Screen%20Shot%202022-10-12%20at%206.22.26%20PM.png --- [![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/) Insights # The Top Ads for Attention July - September 2022 October 13   |   Insights ### Insurance companies Progressive and Liberty Mutual, and Walmart produced the top ads of the last three months, according to TVision's Creative Breakthrough Score    The top-attention-grabbing ads of the past three months came from some of the country's largest advertisers. The insurance giant Progressive notched the top ad overall with its catchy, upbeat and musical "Lucky Larry's Landscaping" creative.  At TVision, we measure every second of TV and CTV content and ads and report on engagement in our SAAS platform [Ad Scoreboard](https://www.tvisioninsights.com/ad-scoreboard). We used that data to identify the top-performing ads of summer, which we've highlighted below. In Ad Scoreboard, marketers are able to drill into the performance of their campaigns at the brand level and also analyze the performance of specific ads. Marketers use Ad Scoreboard to evaluate their own engagement and compare it to competitors. With insight into overall Attention and Viewability, as well as the networks, apps, and dayparts that perform best, marketers are able to optimize their campaigns for maximum value.  Take a look at the videos below to see how the top ads from July - September 2022 captured viewer Attention second-by-second.  The top ad for Ad Attention over the past three months is creative from Progressive that first appeared over a year ago - "Lucky Larry's Landscaping." The ad shows no signs of wear-out, with the last ten weeks notching above-average creative breakthrough scores and overall ad attention at or above the industry average of 37%.  The ad captured an impressive 109.3 with audiences P2+ on our Creative Breakthrough analysis. Creative Breakthrough compares an ad's ability to grab audience attention compared to other ads that ran in the same pod. The ad's catchy song and dance, kept the viewer engaged throughout, with peaks in attention at the story's climax. Progressive had the ad in heavy rotation on MSNBC and on Daytime, where it over-performed norms, driving up its overall attention scores.  ### Liberty Mutual's "LiMu Emu and Doug: Bowling" is the Top Ad With Men The ad that captured Attention best from men in the time period comes from Liberty Mutual's popular and successful campaign "LiMu Emu and Doug." The "Bowling" spot registered a 113 Creative Breakthrough Score with men.  The ad was in heavy rotation on the major broadcast networks, and ESPN and also captured attention especially well on Fox News and with 40-49 year-olds. Its Share Index with men was 106, suggesting that Liberty Mutual is targeting men with this ad, and its high Attention scores with the demo prove its success. If you're interested in the performance of insurance advertisers, be sure to check out our recent [Insurance Industry Spotlight](https://info.tvisioninsights.com/insurance-industry-spotlight-2022).  ### Walmart's "Gas Prices" Ad is Top with Women from July- September 2022  Given the high costs at the pumps this summer and fall, it's not too surprising that Walmart's clever creative that focuses on saving money on gas broke through with budget-conscious women. The ad's Attention builds as the actors go through a series of steps to save money - culminating with squeezing into a carpool. Walmart used a smart media strategy, investing most impressions in weeks 8-9 when Ad Attention was near its high, and decreasing impressions as Attention began to wear out. The ad captured Attention best on NBC and in Primetime.  Brands interested in monitoring ad wear in and wear can do that within our [Ad Scoreboard platform](https://www.tvisioninsights.com/ad-scoreboard), which reports on weekly Attention trends.  ### Progressive's "Hammergency" Captures Attention of 25-34 Year-Olds. Capturing attention from the hard-to-engage 25-34-year-old-audience is tough, and we typically see lower overall Creative Breakthrough for this age group, but if anyone can do it Jon Hamm can! The humorous Progressive ad features Hamm setting up an elaborate fake scene to get some time with the famous Flo, who has no interest in Hamm. Hamm's charm and wit, but also Flo's presence drove eyes-on-screen to the ad. With heavy rotation across the major broadcast networks and in Primetime and Prime Access, the ad benefitted from high-Attention environments.    [![TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/5eeec174-ffb8-4a4a-81d3-9e747704521a.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/5eeec174-ffb8-4a4a-81d3-9e747704521a) ![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) [![The TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/6b181378-6650-4289-8bad-aa2394689443.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/6b181378-6650-4289-8bad-aa2394689443) ### 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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