Boston, MA – January 12, 2016 – TVision Insights, the company that is changing the way TV researchers measure attention, and Mediahub, the media arm of the advertising agency Mullen Lowe, today announced findings from Mediahub’s use of TVision’s solution for second-by-second data insight into viewer engagement with television programming and advertising in the Boston market from April - June 2015.
TVision provides a level of research and information into TV viewer attention and reaction that advertising agencies have been unable to access before. Since Mediahub is committed to giving its clients access to the best data to make effective television ad buys the company engaged with TVision for several clients.
According to Steve Kalb, SVP and Director of Video Investments for Mediahub and Mullen Lowe,
“TVision’s passive analysis of TV viewer attention and reaction enabled us to understand different advertisements’ effectiveness in garnering audience attention on different networks and programs in a key market. While standard ratings data can tell us about viewership and household demographics, TVision takes it a step further and provides the contextual analysis to understand true TV attention and engagement at every second, and how specific advertisements perform in terms of attention and reaction. It marries the positive aspects of both TV and digital video measurement data. Because of that, TVision has the potential to positively disrupt and evolve the way our industry plans and buys media and measures the effectiveness of creative.”
Findings from Mediahub’s first market test of TVision include:
“If you want to understand the effectiveness of what’s on screen, you need to measure actual eyes on screen,” said Yan Liu, CEO of TVision Insights. “Our software and data help agencies like Mediahub understand in room behavior and audience attention second-by-second, person-by-person to television programming and advertising. This means our clients know exactly who their ads reach and what part of the message resonated best with the audience.”
TVision is the only company to measure actual “eyes-on-screen” to provide advertisers, agencies, and television networks the second-by-second data required to understand the effectiveness of television advertising and programming. TVision leverages state-of-the-art computer vision technology to anonymously and passively collect viewer behavior, attention, and emotional affect second-by-second, person-by-person from the natural viewing environment, without impacting privacy. TVision was founded by two MIT alumni, a Northeastern University professor and is a 2015 MassChallenge winner. The company is headquartered in Boston, MA with offices in New York City and Tokyo.