TVision's New TV Attention and Creative Impact Report

Attention Data Reveals the Impact of Ad Length, Frequency, Context, and Pod Position on Creative Performance Across Linear and CTV

New York  –  Today TVision, the company measuring every second of TV and CTV viewer engagement, released the 2026 TV Attention & Creative Impact Report. The report is the industry’s most comprehensive look at how creative execution impacts viewer attention across both linear TV and streaming — using person-level, second-by-second measurement from TVision’s proprietary in-home panel.

Most measurement tells advertisers what happened after the fact. This report shows what’s happening in the moments that matter — inside the ad itself. From the first second of a spot to the last frame of branding, TVision’s data reveals how creative structure, placement, frequency, and context each shape whether viewers actually pay attention.

According to the report:

• Creative length performance varies by network, not just format.
• Attention peaks early in a spot and drops sharply in the final seconds.
• Frequency builds attention in some categories and accelerates wear-out in others.
• Recency effects vary significantly by age demo.
• Context, pod position, and ad format all create measurable swings in attention.
  
  

The report also details how TVision’s Ad Scoreboard platform puts these insights to work — from Brand Scoreboard for competitive benchmarking to Creative Scoreboard for diagnosing second-by-second performance by placement, audience, and week.

Download the full report on the TVision website

Report methodology:

 TVision measures second-by-second presence and attention for programming and ads across both linear and streaming TV environments. Every time a person walks into the room, our technology detects who they are and whether or not they're looking at the screen. We do all this without personally identifying individual users and without transmitting any images or videos. TVision's data is collected from an opt-in panel across the United States and weighted to US Census. Linear and CTV ad impressions data in this report is from July 2025 – December 2025 unless otherwise indicated. 

About TVision 

TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.