• by Wayne Friedman , February 14, 2022

In a break with the past, Super Bowl commercials pulled in more “attention” from men than women.

TVision, which uses “eyes on screen” technology -- “computer vision” -- says men scored a 126.7 index for “commercial attention” vs. a 120.3 index for women.

The results were similar when it came to “program attention” -- a 125.7 index for men vs. a 118.5 index for women.

In terms of age, older viewers 55 and up gave the most attention to the commercials -- scoring a 131.4 attention index. Younger viewers under the age of 18 had a 97.4 attention index.

In terms of "creative attention score" for specific commercials, Verizon's “The Cable Guy” scored the best results, with a 108.8 index. The index measures how well an ad captures attention compared to others in its commercial pod.

Next was Crypto.com’s “Lebron James” 106.2, followed by Wallbox’s “Supercharged Seth” at 104.7; Disney+'s  “GOAT”, 104.2 and NFL’s “Live Ball.” 104.1.

TVision says more viewers streamed the game than ever before -- up 64%, representing 33.7% of all U.S. TV households.

Halftime entertainment -- featuring Dr. Dre, Snoop Dogg, Eminem, Kendrick Lamar, Mary J. Blige and 50 Cent -- had the highest attention score ever with a 141.2. Last year, it was 110.1, while in 2020, it was 123.2.

TVision results came from its panel of 5,000 homes, with over 13,000 people viewing the Super Bowl.