Co-viewing On CTV Apps Slightly Outpaces Linear TV
- by Wayne Friedman , April 1, 2022
Connected TV (CTV) does better than linear TV when it comes to co-viewing, according to new research from TVision, a TV measurement company.
Overall, CTV averages 1.29 viewers per viewing household (VPVH) with linear TV slightly lower at 1.26.
These results come from a study conducted from June-December 2021, looking …
3 comments about "Co-viewing On CTV Apps Slightly Outpaces Linear TV".
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Wayne, Tvision has also reported that CTV commercials are about 15% lower than "linear TV" commercials in its averages for ad attentiveness levels. That's quite a different picture than what is suggested by the fairly small coviewing differentials---in CTV's favor.
Ed, with all due respect, Tvision claims to be a "representative sample"...how representative of normal people is it if you allow them to watch you watching the telly? What about the bedroom tv? What about co-viewing then. Just because you got the age/sex/ ethnicity etc etc right doesn't mean you got it representative. This whole thing is just another case of the industry confusing and chasing bad kpis. We are both old enough to remember garbage in garbage out.
Jon, I have been into attentiveness research ever since the 1960 and I have not only seen just about everything that is publically available, but I have also done surveys of my own and initiated others. Regarding TVision having a nationally representative panel, I doubt that this is the case with the kind of perfection that we might desire and until recently, TVision was using its webcams only for one set---the most used one---in each home. I understand that this sitution may be in review or is being corrected---but I don't know for sure.
Anyway, returning to the question at hand, I am familiar with all sorts of surveys on this subject and I can testify that generally speaking, most of what TVision has been reporting is confirmed directionally by the other research. What I can't say---and nobody really can say---is that a TVision finding that 37.5% of the program viewers for a low rated series watched a Coca Cola commercial while only 35.9% of the same folks watched a commercial for Tide and take that as a meaningful difference.That's cutting it far too fine for a panel with only 5,000 homes. But I can attest to the likiehood that both commercils were probably seen by about 35-40% of the people in the room just prior to the break---not 93-94% which is what the people meters are telling us.
A while back, I proposed the idea that the"ideal" national TV rating service should have a rating panel of about 150,000 -250,000 fully metered homes and that a sub sample of the larger panel-- say, 75,000 homes---maybe more---should include an attentiveness measurement of the TVision type. This would give us a sample large enough to generate fairly stable attentiveness factors for most national TV buys---if not for each episode of each series, then certainly for one network's bundle versus that of a rival seller. I haven't changed my mind about that.