TVision Insights’ Creative Performance Score Provides a New Measure for Brands to Determine Attention Breakthrough

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Metric Featured in Company’s Q1 2017 Report on TV Attention

TVision Insights, the leader in measuring eyes on screen attention to every second of programming and advertising on television, today unveiled its Creative Performance Score. The Creative Performance Score is the first metric that measures creative breakthrough while normalizing for attention to surrounding commercial and program content. The score is highlighted in TVision Insights’ latest TV Attention Report, which covers all of Q1, 2017, and showcases attention data across demographics, commercials, and programming.

The Creative Performance Score enables brands to evaluate the impact of the creative they use across commercial pods on a second-by-second, person-level basis. A higher score means a brand’s commercials are able to truly separate from the pack, as each brand’s score is compared to others running in the same commercial pods. In the report, Geico, Nutrisystem, Progressive, Verizon, and AT&T Wireless captured the most overall attention. However, Verizon had the highest Creative Performance Score, meaning it was able to capture attention more effectively than its peers.

"The Creative Performance Score is a game-changer. It is the first passive, in-market, measure of creative breakthrough on TV and it is available to advertisers within hours of first airing,” said Dan Schiffman, CRO and Co-Founder at TVision Insights. “Previously, brands waited weeks or months for ad level breakthrough measures. Our ability to provide eyes-on-screen attention data empowers television advertisers with actionable information to optimize their TV campaigns and attribute success to a specific ad, time and place.”

Additional key findings from the Q1 2017 TV Attention Report:

  • Out of the five auto brands who captured the most attention in Q1, Subaru had the highest Creative Performance Score of 148.6
  • CBS’s Life in Pieces had the most attentive audience out of all broadcast primetime programs
  • Crown Royal, AT&T Wireless, and Netflix had the most attention-grabbing ads across all dayparts
  • Disney Junior was the channel with the highest average people in the room, known as co-viewing
  • Hulu’s The Path had the highest Attention Index of all OTT-exclusive shows
  • ABC’s airing of the Rose Parade, Howie Mandel All-Star Comedy Gala, and David Blaine: Beyond Magic were the special events that garnered the highest levels of attention
  • Lead-in or post-events are more attention-grabbing than the main events themselves

“Attention is the starting point for effective advertising communication, offering a potential step for consumers to move closer to marketers’ brands,” said Gerard Broussard, Principal at Pre-Meditated Media. “No engagement can happen if people aren’t paying attention, no matter how evolved targeting or measurement of outcomes becomes.”

All rankings and data are based off of TVision’s technology and panel. Their computer vision technology passively measures eyes-on-screen attention to content. The opt-in panel has installed proprietary, privacy-safe hardware & software allowing for passive monitoring of their television viewing behaviors. The result is person-level measurement data reported second-by-second Media buyers and sellers both use TVision’s attention data to make smarter decisions around messaging, media plans, programming, and valuing inventory.

Data in the report is based on viewer behaviors from 7,500 people in Boston, Chicago, and Dallas.

To view the full report, visit tvisioninsights.com/quarterlyattention.

About TVision Insights
TVision Insights is a television attention measurement company pioneering the way brands, their agencies, TV networks and OTT platforms determine the true value of their video content and advertising. The company’s core technology uses data science and computer vision technology to passively assess “eyes on screen”, the single most accurate way to measure person-level engagement with video content. Founded by two MIT alumni, TVision Insights is a venture-backed company headquartered in Boston, MA with offices in New York and Tokyo.

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Stephanie Hadley
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