--- title: B&C: Viewers Paid Attention to Ads in ‘Lethal Weapon’ description: Viewers paid more attention to the commercials in Fox’s Lethal Weapon than any other broadcast show in the first half of the year. image: https://www.tvisioninsights.com/hubfs/lethalweapon.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/) News # B&C: Viewers Paid Attention to Ads in ‘Lethal Weapon’ August 15   |   News *TVision says Volvo ad broke through the clutter* By Jon Lafayette, [Broadcasting & Cable](https://www.broadcastingcable.com/news/viewers-paid-attention-to-ads-in-lethal-weapon) Viewers paid more attention to the commercials in Fox’s *Lethal Weapon* than any other broadcast show in the first half of the year, according to a new report from TVision. *Lethal Weapon* also scored high in ad attention, according to TVision. Ad attention shows if people are in the room when the TV is on and the ads played. Ad attention measures if the viewers were looking at the screen. The metrics are designed to help understand the value of advertising within a program and includes data on broadcast, cable and over-the-top. Other broadcast shows ranking high in ad attention were *Speechless *and *Fresh Off the Boat* from ABC, NBC’s *Will & Grace*, Fox’s *The Passage *and *CW’s Arrow*. The CW had five of the top 10 ranked shows in terms of ad attention, with *Legacies*, *In The Dark, Arrow, Crazy Ex-Girlfriend *and *Supergirl*. The top ranked show was *NCIS: The Cases They Can’t Forget *on CBS and *Lethal Weapon* ranked third behind Legacies. TVision noted that dramas did well in ad attention while sitcoms overperformed in ad attention. “As we know, all impressions are not created equal. All impressions are not necessarily viewed by human beings that are attentive, receptive and ready to buy your product or service,” said TVision adviser, David Cohen, the former president of media agency Magna North America. “Understanding TV Attention allows us to move beyond the ‘opportunity to see’ and understand who is actually seeing our ads in-market. It gives us a second-by-second view and allows us to look at our television investments in a similar way to digital video. It allows us to plan better, optimize better and extract the greatest value from our investment. It will also provide a solid foundation for the duration-weighted currency that the industry is moving toward.” TVision also measure how well commercials perform in breaking through the clutter. The spot with the highest Creative Attention Score in the first half was Volvo’s Follow No One. spots for Bounty, Frito-Lay, Dawn and The Home Depot rounded out the top five. “TVision’s advanced technology provides data that has never been available to the market before,” said Luke McGuinness, president of TVision. “This report, and the data it contains, illustrates the type of performance metrics now available to advertisers and networks. With it they gain a clearer picture of what’s actually happening in the living room when programming and advertising air.” Read the full article on [Broadcasting & Cable](https://www.broadcastingcable.com/news/viewers-paid-attention-to-ads-in-lethal-weapon). [![TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/5eeec174-ffb8-4a4a-81d3-9e747704521a.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/5eeec174-ffb8-4a4a-81d3-9e747704521a) ![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) [![The TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/6b181378-6650-4289-8bad-aa2394689443.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/6b181378-6650-4289-8bad-aa2394689443) ### 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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