Fox’s “Lethal Weapon” and The CW’s “Arrow” scored the best results when it came to ad viewability and ad attention during the second half of the 2018-2019 TV season, according to TVision.
The TV research company said those two prime-time broadcast shows “stood out as two of the best broadcast TV advertising opportunities of the year.”
TVision measures second-by-second TV viewing using what the company calls “eyes-on-the screen” computer-vision technology.
It defines an ad viewability measure as the percentage of all ad impressions in which a viewer was “in the room” for two or more seconds. The ad attention measure is the percentage of all ad impressions in which the viewer was “looking” at the TV screen for two or more seconds.
“Weapon” was the third-best when it came to viewability (a 88.2% score) and first for attention (65.9%). “Arrow” posted an 87.8% number for viewability (fifth place) and 57.8% for attention (6th place).
The top five in ad viewability were CBS’ “NCIS,” CW’s “Legacies," Fox’s “Lethal Weapon,” CW’s “In The Dark” and CW’s “Arrow.” Top ad attention shows were Fox’s “Lethal Weapon,” ABC’s “Speechless,” ABC’s “Fresh Off the Boat,” NBC’ “Will & Grace” and Fox’s “The Passage.”
When it comes to ad attention, David Cohen, a TVision advisor and former senior executive at Magna North America, stated: “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. In fact, one could argue in today’s complex media environment, genuine human attention is our most precious commodity.”
The data comes from 5,000 U.S. homes, January 1, 2019 to June 30, 2019, with demographic data self-reported by the respondents. All data is from viewers 2 years+ and includes live TV program plus three days of time-shifted viewing.
Top brands for ad viewability over the first six months of the year were Juul, Navage, Levis, T-Mobile and Vanda Pharmaceuticals.
Top brands for ad attention were Cologuard, Levi's, Mazda, California Milk Advisory Board and T-Mobile.
As for cable shows, A&E’s “Zombie House Flipping” and History Channel’s “Ancient Aliens” did the best overall in both viewability and attention categories, earning top 10 results.
Syfy’s “The Magicians” posted the best score for ad viewability at 91.6%. TLC’s “My Big Fat Fabulous Life” had the best for ad attention at 58.6%.