--- title: "Upfront 2021: Attention Guarantees Improve Campaign Performance" description: TVision's Upfront  eBook - Six Things Marketers Need to Know this Upfront Season - helps marketers execute Attention Guarantees as part of their Upfront campaigns. image: https://www.tvisioninsights.com/hubfs/Alcohol%20(Beer)%20helena-lopes-m8R7_qWdXpU-unsplash%20(RESIZED)(1).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  |   Insights # Upfront 2021: Attention Guarantees Improve Campaign Performance May 17   |   Blog  |   Insights Attention continues to gain traction with advertisers and the television industry as a way to more effectively measure television and maximize the value of every ad dollar. As Paolo Provinciali, head of media at AB inBev told [Digiday](https://digiday.com/marketing/media-buying-briefing-attention-metrics-vie-for-the-industrys-well-attention-will-it-take-root/), "We’re working with the networks and all our media partners to figure out ways we can collaborate together and make attention a guarantee the same way I’m guaranteed in-demo reach.” Provinciali continued, “And then making sure what I’m buying commands a certain level of viewable or attentive impression.”  In fact the sixth tip of TVision's Upfront planning eBook - [Six Things Marketers Need to Know this Upfront Season](https://info.tvisioninsights.com/2021-upfront) - examines Paolo's successful campaign for Budweiser with A+E where the beer manufacturer saw a 7.6% increases in viewable impressions.  [Download the eBook](https://info.tvisioninsights.com/2021-upfront) now to learn more.  Marketers looking to increase the value of their advertising campaigns this Upfront season can start with these steps: ![Screen Shot 2021-05-17 at 1.14.34 PM](https://www.tvisioninsights.com/hs-fs/hubfs/Screen%20Shot%202021-05-17%20at%201.14.34%20PM.png?width=533&name=Screen%20Shot%202021-05-17%20at%201.14.34%20PM.png) For more detailed information, and to start planning campaigns based on attention, [download the eBook](https://info.tvisioninsights.com/2021-upfront).      ![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 [insights](https://www.tvisioninsights.com/resources/tag/insights) [Why the World Cup's Quietest Matches Won the Most Attention](https://www.tvisioninsights.com/resources/2026-world-cup-attention) Going into the tournament, the script wrote itself. Argentina, Spain, France, England, Germany, Portugal, the Netherlands were the blue-chip names that would carry the summer. And on reach, they did exactly that. The biggest TV audiences landed where everyone assumed they would: the USA games, Brazil, the powerhouses. Then we looked at attention and the script came apart. [Read More](https://www.tvisioninsights.com/resources/2026-world-cup-attention) [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) ### 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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