Mark Green, Dan Schiffman (TVision Insights)
TVision analyzes viewer-level TV attention data on a second-by-second basis in a “real-world” environment—in their panel’s living rooms. They measure: Is the TV on? Are people in the room? Are eyes-on-screen?
Among the issues examined:
- Does eyes-on-screen attention lead to better outcomes?
- How many seconds do you need for a spot to have an effect?
- What ad duration has the best chance to capture attention?
- Does impact vary by creative or audience?
Most ads tested were 15’s and 30’s.
Key findings:
- Eyes-on-screen attention makes a difference: recall and unaided awareness are higher when the viewer is actually looking at the screen versus just being in the room.
- Attention to TV ad varies by variables such as brand, industry, audience, context, content, and creative.
- Longer length ads provide an opportunity for more attentive ad exposure, but may not be the most efficient.