As the advertising and television industries put their efforts into Upfront deals in May, much of the focus was placed on CTV advertising. How would ad supported streamers price and sell inventory? How would advertisers value CTV inventory?
Ad Attention emerged as a metric that helps advertisers understand the relative value of placements across CTV and Linear. Because advertisers can buy at the program level on linear, but not on CTV, it makes sense to review program attention data from Broadcast and Cable and app-level attention data for ad supported applications.
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 37% and 31% for CTV.
Significant media coverage and audience interest in the final episodes of "This is Us" on NBC drove the long-time show back onto our list for high attention, as viewers tuned in to see how things resolved for the beloved Pearson family. Other shows on the list, like top-scoring "Bob (Hearts) Abishola" on CBS consistently grab attention.
|Bob (Hearts) Abishola||CBS||48.7%|
|This Is Us||NBC||45.9%|
|Law & Order||NBC||44.7%|
Ad Attention on cable is generally higher than attention on broadcast as viewing audiences are typically smaller and more intentional. Investigative and educational programming performs well, as do prestige dramas like "Better Call Saul" on AMC.
|Better Call Saul||AMC||47.7%|
|Evil Lives Here: Shadows of Death||Investigation Discovery||47.5%|
|The UnXplained with William Shatner||History Channel||47.0%|
|Two Shallow Graves||Investigation Discovery||46.8%|
Here we look at the AVOD and FAST apps that deliver the highest Ad Attention for 30-second ads in May 2022. Hulu, Peacock and Paramount+ all deliver ad attention above the industry average of 31%.
|The Roku Channel||30.0%|
Want to learn more about using TV and CTV Engagement and Attention insights to inform your media plans this Upfront season? Download our Ebook.