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How Co-viewing and Other Factors Impact Viewer Attention to CTV
Monica Longoria – Head of Marketing Insights, LG Ad Solutions
Tristan Webster – Chief Product Officer, TVision
The research presented included an online survey of over 1,000 respondents incorporated with TVision’s 5,000+ U.S. home panel data. Questions asked: 1. Does CTV garner more attention? 2. Are consumers more likely to co-view CTV? 3. Does co-viewing negatively affect attention? TVision’s equipment includes their always-on panel, a webcam that can capture how many people are in the room and eyes on screen at a second by second, a router meter to understand which CTV device is on and detects apps. TVision measurement engine includes remote device management and ACR engine. Findings:- CTV in general has 13% higher attention index. Attention increases due to purposeful watching. Co-viewing CTV has stronger impact in comparison to linear (75% higher).
- Streaming is a popular co-viewing experience with mostly a non-negative impact to attention. Households with kids are more likely to pay attention to streaming content and ads with 36% more likely to discuss what is seen on TV. There are three different types of co-viewing: family setup with different age group (increased attention depends on genre), adults only setup with similar gender and age (biggest impact on attention), mixed adults only setup.
- Streaming is gaining ground as a co-viewing method for watching sports. Watching sports is typically with other people.
- CTV offers opportunity to create more engaging ads with higher levels of attention. CTV has digital capabilities that garner more attention. There is a need to create ads that are specific for CTV (in contrast to linear).
- Co-viewing can be an opportunity to turn your brand into a discussion.
- Measurement providers give us new insights into viewer behavior.
- There is a higher attention with CTV in comparison to linear.
- Positive impact of co-viewing: Co-viewing on streaming platforms is popular and generally maintains or increases attention.
- Streaming is increasingly preferred for watching sports in a co-viewing context, offering new opportunities for targeted advertising and engagement in sports content.
- Implications for brands and advertisers: The engaging nature of CTV offers ample opportunities for more impactful ads. Co-viewing experiences can transform ads into discussion points among viewers, enhancing brand engagement.