TVision, a specialist in TV performance metrics for brands and networks, has released its H1 2019 TV Performance Report for the first half of 2019. The report identifies the brands, creative and TV content that scored highest for Ad Viewability and best captured US viewers’ Attention.
“As we know, all impressions are not created equal. All impressions are not necessarily viewed by human beings that are attentive, receptive and ready to buy your product or service,” explains media industry leader and TVision advisor, David Cohen. “Understanding TV Viewability and Attention allows us to move beyond the ‘opportunity to see’ and understand who is actually seeing our ads in-market. It gives us a second-by-second view and allows us to look at our television investments in a similar way to digital video. It allows us to plan better, optimise better and extract the greatest value from our investment. It will also provide a solid foundation for the duration-weighted currency that the industry is moving toward.”
For brand advertisers and networks, TVision’s TV Viewability and Attention percentages help identify the most valuable ad placements. Within the new 2019 TV Performance report, actionable insights – measured at the person-level from every second of TV content in the first half of 2019 – uncover top TV performers, across brands and networks. Some highlights include:
In the report, TVision previewed data from its new OTT Streaming product, TVision Streaming Analytics, which reports person-level streaming intelligence at the device, application, and program level. Streaming Analytics reports unique, person-level metrics like co-viewing, re-watch, and binge rates. TVision also previewed its new audience targeting product – providing TV engagement audience segments for retargeting on digital video and OTT.
“TVision’s advanced technology provides data that has never been available to the market before,” explains Luke McGuinness, President of TVision. “This report, and the data it contains, illustrates the type of performance metrics now available to advertisers and networks. With it they gain a clearer picture of what’s actually happening in the living room when programming and advertising air.”