Member Only Access
Summary
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.
