--- title: "Upfront 2021 Planning: Find your audience where they pay attention" description: Tip number two in our Upfront planning ebook - Six Things Advertisers Need to Know this Upfront Season -  focuses on ways to optimize for viewer attention across daypart, network and programming. Here is a sneak peak at the data and insights you will find in the eBook.  image: https://www.tvisioninsights.com/hubfs/rikki-austin-1146194-unsplash%20(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 Planning: Find your audience where they pay attention May 7   |   Blog  |   Insights As the industry prepares to invest [north of $18 billion during the TV and CTV Upfront season](https://www.mediapost.com/publications/article/359502/lower-tv-upfront-deals-in-2021-ctv-and-cord-cutti.html), advertisers are looking for every advantage to make sure that their investments are impactful. But, as consumers of TV, we all know ads are sometimes shown to audiences who are simply not paying attention. That's why tip number two in our Upfront planning ebook - [Six Things Advertisers Need to Know this Upfront Season ](https://info.tvisioninsights.com/2021-upfront)-  focuses on ways to optimize for viewer attention across daypart, network and programming. Here is a sneak peak at the data and insights you will find in the eBook.  Existing planning methods to account for this variance in audience engagement, such as paying higher prices for Primetime programming, do not account for the significant nuances in how people watch TV.  Our data shows that attention varies dramatically across dayparts, networks, and programming-- in fact, there are networks and programs across all dayparts that deliver higher attention, and usually at lower costs, than some Primetime spots. In this chart, we illustrate the significant variances between high and low attention media. For example, there is a 25% difference between the most attentive TV program and the least. ![Not all Impressions are equal 1](https://www.tvisioninsights.com/hs-fs/hubfs/Not%20all%20Impressions%20are%20equal%201.png?width=579&name=Not%20all%20Impressions%20are%20equal%201.png)   Savvy marketers can use attention data in their Upfront planning & negotiations to more accurately value media opportunities, and ensure they’re directing budgets to impressions where their ads may actually be seen by people in the room. [Download the eBook to learn more. ](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 [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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