In our monthly reports for Ad Attention, we identify the episodic Primetime programs in Broadcast and Cable TV where viewers paid the most attention to ads. We also provide app-level Ad Attention for the major CTV apps, including dMVPDs, since Ad Attention is a metric that helps advertisers understand the relative value of placements across CTV and Linear.
TVision's Ad Attention metric measures how well a program keeps viewers' eyes on the screen during commercial breaks. The average ad attention for linear television is 35.8% and 34.1% for CTV.
In April, CW shows had some of the most attentive viewers during their commercial breaks. Long-running improvisational comedy Whose Line Is It Anyway? scored the top spot for ad attention as viewers tuned in for the show's 20th season, while the new CW show Gotham Knights also made the top three. CBS also scored two entries in the top five with the second season of Ghosts and fourth season of Bob Hearts Abishola—a frequent entry on this list—both delivering strong ad attention.
|Whose Line Is It Anyway?
|Bob (Hearts) Abishola
In April, MTV's reality TV show, Jersey Shore: Family Vacation, topped all Primetime shows for ad attention across cable with an impressive 60% ad attention. In fact, reality in all forms dominated the list with a news show (The Daily Show on Comedy Central) and documentary series ( Evil Lives Here on Investigation Discovery) joining three unscripted reality series to round out the top five.
|Jersey Shore: Family Vacation
|The Daily Show
|Say Yes to the Dress
|Evil Lives Here
Here we look at the apps that deliver the highest Ad Attention for 30-second ads in April 2023. Sling TV returned to the top of the list delivering 45.4% ad attention—well above industry averages for CTV. Last month's top app, Peacock, followed close behind in second place. Hulu and Paramount+, both of which have been mainstays on the top five list so far this year, continued to make a strong showing. Finally, dMVPD Philo appeared on the list for the first time ever. We see dMVPDs often deliver higher Ad Attention perhaps because they most closely mimic the linear viewing experience where viewers are accustomed to seeing ads.
Note, to make the list, apps must meet a threshold of over 1% share of time spent in our panel.
Want more data on the top-performing CTV programming? Check out the latest issue of the TVision Signal to see the top CTV programs according to the TVision Power Score. This groundbreaking new metric ranks programs based on their ability to both attract CTV viewers and hold their attention.