audience measurement

The Co-Viewing Advantage: Maximizing Attention Across TV Platforms

The Co-Viewing Advantage: Maximizing Attention Across TV Platforms

  • JOURNAL OF ADVERTISING RESEARCH

Watching television is often a shared experience, but how does co-viewing affect audience attention? An analysis of nearly 25 billion seconds of TV viewing data reveals that watching with others decreases attention to advertisements while increasing attention to programming. The effects vary by platform, with linear TV outperforming CTV in sustaining attention during co-viewing situations. The study also finds that longer co-viewing sessions strengthen engagement, while longer ads can undermine attention. These findings offer important guidance for advertisers, content creators and media planners seeking to maximize audience engagement in an increasingly fragmented television landscape.

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Attention in Context: What Real Campaigns Reveal About Media Performance

Attention in Context: What Real Campaigns Reveal About Media Performance

  • ARF Attention Measurement Validation Initiative

What does “attention” really mean in today’s fragmented media landscape—and does more attention actually drive better results? In phase three of the ARF Attention Measurement Validation Initiative, real-world campaign data reveals where attention metrics align, where they diverge and how they relate to brand lift. The findings challenge assumptions and offer a more nuanced view of how attention works across channels, platforms and outcomes.

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Commerce and Shopper Intelligence

Commerce and Shopper Intelligence

Retail media networks and commerce media are redefining the data and measurement landscape, creating new opportunities—and complexity—for marketers and researchers alike. At Commerce & Shopper Intelligence 2026, brands, retailers, and researchers revealed how they’re adapting methodologies and frameworks to better understand increasingly fluid, data-rich shopping journeys.

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