--- title: Volkswagen's 'Hello Light' Second-by-Second Analysis description: Volkswagen recently made headlines with the release of their latest TV advertisement, Hello Light, unveiled during this year's NBA Finals. image: https://www.tvisioninsights.com/hubfs/jaromir-kavan-1377783-unsplash.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/) Insights # Volkswagen's 'Hello Light' Second-by-Second Analysis June 7   |   Insights In the wake of a 2015 emissions scandal, [Volkswagen recently made headlines](https://adage.com/article/cmo-strategy/why-vw-bringing-its-emissions-scandal-again-new-ad/2175451) with the release of their latest TV advertisement, "Hello Light," - unveiled during this year's NBA Finals. The ad kicks off with an audible news clip of Volkswagen's scandal. This was a big risk, as many consumer had already moved past, or even forgotten the scandal. In the ad, VW quickly moved into an emotional redemption story, with a classic song, moving towards the brand's future: environmentally-friendly electric vehicles. When we heard about this ad at TVision, we were curious to see how VW's approach would resonate with consumers.  Using our second-by-second, person-level data, we analyzed real-time reactions to Volkswagen's first airing during the NBA Finals. While engagement was light during dark moments early on, people's attention piqued as the ad picked up in key moments: when people heard Simon & Garfunkel, when the car-building began, when the new VW bus appeared, and at the logo reveal at the end.     We think this ad is a brave first step for Volkswagen, but what do you think? To learn how TVision can analyze your brand's media and creative strategy, [contact us for a demo](https://www.tvisioninsights.com/contact-us)! > The question many are asking is "Can [@VW](https://twitter.com/VW?ref_src=twsrc%5Etfw)'s ad restore enthusiasm for the brand?" > > Although this is just one airing, we saw that consumers are interested in and paying attention to different parts of Volkswagen's new ad. Take a look for yourself! [#FunFactFriday](https://twitter.com/hashtag/FunFactFriday?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/6FhC4fCW14](https://t.co/6FhC4fCW14) > > — TVision (@TVisionInsights) [June 7, 2019](https://twitter.com/TVisionInsights/status/1137071458667175937?ref_src=twsrc%5Etfw)   [![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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