IPG Lab Measures TV 'Viewability,' Finds Similar Levels To Digital

In a development that could change the way some in the ad industry think about the concept of “viewability,” the IPG Media Lab has released a study purporting to compare TV’s ad viewability with that of digital’s and it found they’re actually not that different.

The study, which was conducted with TVision utilizing six months of ACR (automatic content recognition) data from its Performance Metrics database, represents 5,388 individual viewers exposed to 2,922,414 unique ads and found that 29% were not “viewable.”



That’s nearly the same level of non-viewable ads attributed to digital media, according to an eMarketer report used for comparison in the study.

To be clear, the study utilizes a different definition of viewability for TV and digital. For digital, a video ad are deemed viewable if 50% or more of its pixels are in-view of a user’s browser for two seconds or longer.

For TV, the study defines viewability as an ad that is on the screen for two seconds or more when a viewer is in the room.

“Viewability has long been a term of discussion in the digital advertising landscape but now the industry is realizing just how difficult it is to measure linear TV’s viewability as well, and track exactly how and when ads are being viewed,” IPG Media Lab Managing Partner Chad Stoller stated in the release of the report.

Utilizing its viewability definition, the study also measures the viewability of various dayparts (hint: prime-time isn’t necessarily the prime one), pod positions, advertiser categories, and duration.

Interestingly, the study found that the longer the spot, the more viewable it likely is.

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