--- title: Haleon's Sensodyne Increases Ad Attention by 14% with Optimization from Publicis and TVision description: An analysis by TVision provided insights into how Publicis could best optimize TV ad attention for its client Haleon. After implementing the recommendations, Sensodyne Ad Attention improved to 58.1% in March of 2024, from 54.2% in February. By April the Ad Attention had increased again, to 61.7%, a 14% increase in engagement in just two months.  image: https://www.tvisioninsights.com/hubfs/iStock-1293904510.jpg --- [![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/) Blog # Haleon's Sensodyne Increases Ad Attention by 14% with Optimization from Publicis and TVision August 20   |   Blog   *Publicis Le One optimized Ad Attention for Haleon's Sensodyne brand using TVision attention data, resulting in sustained increases in attention between February 2024 and April 2024* With the average TV ad attention hovering around 54%, optimizing for attention has emerged as an effective way for brands to increase the impact of their television ads. Improving viewer attention to TV ads is proven to increase brand awareness and recall.  Studies show that for every one percent increase in Ad Attention, there is a similar one percent increase in brand recall. In early 2024, Haleon, a global consumer health company behind the leading oral health brands Sensodyne, Polident and Parodontax, and TVision conducted an advertising optimization test aimed at enhancing the quality of TV buys and increasing attention to Sensodyne ads in the UK. "Brand recall is an important factor in consumer buying behavior for CPGs," explains Phil Jackson, Global Digital Marketing Effectiveness Innovation Director at Haleon. "It was critical that we engaged with TVision to understand how to optimize our ad campaigns for attention." **TVision Analysis Identifies Trends in TV Advertising Attention** Leveraging data from its passive, always-on, opt-in panel of TV viewing households, TVision analyzed attention trends across 2022-2023. With person-level, second-by-second TV viewing data, TVision identified the best opportunities to cost-effectively and efficiently maximize attention. TVision's analysis revealed that Haleon could significantly improve attention by making small optimizations across dayparts, day of week, channel and programming. For example, making changes to the types of ads that ran on weekends, and targeting specific audiences within key programming helped improve engagement.  In implementing the results of the TVision analysis, Publicis Le One, Haleon's agency of record, redistributed ad volume to increase Sensodyne's presence on specific channels and to  prioritize high-performing programs on channels where they were already airing. After the recommendations were implemented in early March 2024, TVision observed a notable increase in attention to Sensodyne ads. **Sensodyne Ad Attention improved to 58% in March of 2024, from 54% in February. By April the Ad Attention had increased again, to 62%, a 14% increase in engagement in just two months. ** "Because we were able to understand exactly where oral care ads capture attention best, we were able to make optimizations within the campaigns. This maximized the impact of Haleon's ad budget," explains Fabiano Madonna, NEU Digital Analytics Manager at Publicis Le One. ![haleon-optimization-test-chart](https://www.tvisioninsights.com/hs-fs/hubfs/haleon-optimization-test-chart.jpeg?width=1200&height=628&name=haleon-optimization-test-chart.jpeg)     ![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) ### 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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