Highlighting frequency concerns around TV commercials, a new study says viewers pay less attention to repeated connected TV ads when those spots air close to each other.
When an average CTV commercial of any length is repeated within five minutes, a viewer’s attention span -- eyes on the screen -- is just eight seconds -- an average of just 25% of the creative, TVision research says.
It notes that this creative “wear-out” is more pronounced for 60-second ads (just 14% of those ads), but less for shorter 15-second spots (45%).
When a commercial is repeated after a five-minute period, viewers give it a bit more attention -- looking at the ad with 14% more time, the study finds.
Marketers have become increasingly focused on advertising glut, including higher levels of frequency of their own creative in programming on any TV platform -- linear TV, digital and CTV.
TVision’s data comes from 5,000 U.S. CTV homes from October 29 through July 5, 2021.
TVision’s technology detects the viewer and where they are in the room without identifying individual users, and without transmitting any images or videos.
TVision provides research into 130 channels, 16,000 hours of CTV content and more than 75,000 ads.