Feb 11, 2020   SOURCE: PR NewsWire

TVision Releases TV Performance Report for Second Half of 2019, Report Includes Ad Viewability, Ad Attention and OTT Content Analysis

NEW YORK, Feb. 11, 2020 /PRNewswire-PRWeb/ -- TVision, the leader in TV performance metrics, today released its H2 2019 TV Performance Report. The report recognizes the brands, commercials, and TV / OTT content that best captured viewer engagement.

"The one universal constant underpinning premium video is attention. Getting it, retaining it, validating it, and getting it again next time," explains David Cohen, former President of MAGNA and current TVision advisor. "For decades, we have used a legacy measurement tool to create a surrogate for attention. It was called a rating, and delivered us insights into programming that quantified viewership. We now know that ratings are not necessarily correlated with consumer attention, and today we have far more valuable tools in our arsenal."

TVision's TV Viewability and Attention data help brands, networks and OTT providers identify the most valuable content - the best places to advertise, the best programming on streaming networks, and the most appropriate ways to engage with special events and live programming. Some highlights from the second half of 2019 include: 

    --  TV Viewer Attention Varies Depending on When and Where an Ad Runs-
        Viewer attention fluctuates greatly across network and daypart. Some
        networks have Attention percentages as high as 52.5%, while others saw
        just 29.7% of their ads receive two or more seconds of eyes-on-screen
        Attention. At the program level, the difference is even more dramatic,
        with the top programs delivering 68.4% Attention and others delivering
        just 13.3%.
    --  Attention to TV Increases with Age - On average, Americans 65-and-older
        paid the most Attention to TV ads (44.1%). Viewers 18-and-under paid the
        least attention (32.7%).
    --  Top brands for H2 2019 - For the second report in a row, e-cigarette
        brand JUUL had the highest overall Ad Viewability, with Grammarly,
        Apple, and Inifiti also cracking the top 10.
    --  UPS Scores the Top Overall Ad - While Ad Viewability measures if viewers
        are in the room, Creative Attention Score (CAS) measures a TV
        commercial's ability to grab viewer Attention, as compared to the other
        content that it runs adjacent to. By this measure, the most effective ad
        of H2 2019 was The UPS Store's comedic "Part of the Family" ad, which is
        broken down in detail in the report.
    --  NBC's "Perfect Harmony" and TruTV's "Practical Jokes:Inside Jokes"
        scored at the top for Ad Viewability in primetime on Broadcast and Cable
        respectively - CBS' "The Code" and FX's "The Weekly" scored highest for
        Ad Attention in the second half of 2019.
    --  PoliticalNews Captures Attention As Primary Season Kicks Off - With
        politics at a fever pitch, TVision analyzed the way viewers engage with
        primetime political shows on CNN, FOX News and MSNBC. These shows beat
        industry averages for Attention and Viewability, a fact that may be
        attributable to their older-than-average audiences.

TVision's H2 2019 Report Includes New Measurement Data on Streaming Content

For the first time TVision's report includes data from its Streaming Analytics platform, covering how people consumed streaming content in the second half of 2019. 

    --  The Netflix animated series "Mighty Little Bheem" was the most bingeable
        show, with 82.7% of content consumption coming from viewers who watch
        three or more episodes in a single sitting.
    --  Several Netflix Programs Succeed at Capturing Attention - TVision's
        Attention Index--which compares the Attention viewers pay to a given
        show against the average for linear TV--is an effective tool to help
        brands and producers identify the most valuable content. Netflix
        captured four of the five top spots on the list, with "Magic for Humans"
        leading the way.
    --  Apple TV+'s "For All Mankind" was the most co-viewed program on
        streaming in H2 2019.

"With Upfront season upon us, Attention and Viewability are necessary metrics to understand the true value of an ad opportunity. TVision's data provides insight across linear and OTT to help the industry understand how viewers truly engage with what's on their TV screens," explains Luke McGuinness, President of TVision. "Our Streaming Analytics data is unparalleled in terms of the insight and clarity it brings to this critical, and critically under-measured, growth area for the industry."

To read TVision's full H2 2019 TV Performance Report, visit: http://t.vision/H2Report.

For second-by-second videos of the ads featured in the report, visit: http://t.vision/TopAdsH2.

TVision's Methodology & Metrics
TVision measures Viewability and eyes-on-screen Attention for every second of programming and advertising on television. Every time a person walks into the room, our technology detects who the viewer is, where they are in the room and what their eyes are looking at. We do all this without personally identifying individual users, and without transmitting any images or videos. The data for this report was collected from July 1 to December 31, 2019, from 5,000 homes across the United States. All data is weighted to represent the country. All demographic data was self-reported by the respondents.

About TVision
TVision is the leading TV performance metrics company. TVision measures what was once unmeasurable - how people really watch TV. Marketers and Media Sellers access TVision's TV performance metrics via its software as a service platform. TVision's customers include some of the world's largest brand advertisers and TV networks. TVision is headquartered in New York City, with offices in Boston and Japan.

SOURCE TVision