TVision reveals H1 ads that best captured viewers’ attention
August 16, 2019
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:
- Brand Industries, Demographics, and Dayparts Impact TV Performance – With 150+ brands featured in the study, a number of factors drive a wide variance across Ad Viewability and Ad Attention. There were top-performing brands across all industries, with Healthcare and Insurance advertisers achieving some of the highest TV Viewability.
- Volvo created the most engaging ad in H1 2019 – With a Creative Attention Score (CAS) of 114.0, Volvo’s ad – inspired by E.E. Cummings – successfully captured the feelings of escape and adventure that their luxury sedan is meant to inspire. TVision reported a “second-by-second” analysis for the Volvo ad, as well as for an Attention demographic breakdown for a recent McDonald’s ad featuring Uber Eats.
- Top brands for H1 2019 – E-Cigarette brand JUUL had the highest overall Ad Viewability, edging out more established brands like Levi’s, Humana, and Dodge, while Healthcare brand Cologuard captured the Ad Attention best in H1 2019, just ahead of Mazda and T-Mobile.
- Brands leading their respective industry for Ad Viewability – Johnnie Walker (Alcohol), Dodge (Automotive), Apple (Consumer Technology), S.Pellegrino (CPG Food & Beverage), Navage (CPG Health), Febreze (CPG Home), DIOR (CPG Personal Care), Stitch Fix (DTC), Mastercard (Finance), Humana (Insurance), Vanda (Pharma), Starbucks (Restaurant), Levi’s (Retail), T-Mobile (Telecom) and Comfort Inn (Travel).
- In late night, NBC topped the charts – The Tonight Show Starring Jimmy Fallon and Late Night With Seth Meyers were tied for Ad Viewability, while Saturday Night Live boasted the highest Ad Attention rates, followed closely by CBS’ The Late Show With Stephen Colbert.
- Top primetime shows for TV Viewability in 2019 – CBS’ NCIS:The Cases They Can’t Forget and SYFY’s The Magicians, which had the top Ad Viewability on Broadcast and Cable, respectively.
- Also featured were ad performance for H1’s live events: including the Super Bowl, March Madness, The Triple Crown and the first Democratic Debates.
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.”