Commentary
CTV Content Outperforms Linear On Attention And Co-Viewing
- by Karlene Lukovitz @KLmarketdaily, September 22, 2023
Connected TV content has a 13% higher attention index and a 74% higher co-viewing incidence than linear TV content, according to new data from CTV measurement firm TVision in a study that also included a survey by LG Ad Solutions with a U.S. census-balanced panel of 1,146.
Households with kids …
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Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
The headline suggests that streaming ads in general are viewed more attentively than linear TV ads but that is not what the same source is saying in other reports. When it takes all CTV/streaming commercials and compares their attentiveness metrics on an average basis with linear the latter is out performing streaming by fairly significant margins. What is being described here, I believe, is a special situation--when households with kids watch TV and there is co-viewing ----but it's not clear who in the household is more attentive---the adults or the kids when both watch TV together. Typiclly, kids are the least attentive commercial viewers per the same source---and not surprisingly as most commercials are for products or services that are of little interest to kids.
Finally, regarding the frequency data, it shows a very small difference between the attentiveness of thse who watch only once versus those who are "exposed" to the same commercial 16+ times. This is hardly evidence that too much "redundant" ad exposure is "crabgrass"---or "wasted". If this was really true one might expect that commercial attentiveness when the same message is exposed 16+ times would be half as high ---or lower---as when its seen only once in a given period of time. Moreover there is no information about the motivating impact of a single exposure or many esposures---what are the relative sales or share-of-markets "lifts" in each case? I'm not faulting TVision for this as atttentiveness is a very useful indicator of ad exposure---but that's only the beginning of the process.
Thanks Ed. Saved me from having to post.
One other thing, kids (probably up to about 12 years old) are the most attentive. Or as mum's and dad's say .. they are glued to the screen. And as broadcast seems to be less attentive to producing kids content (harder to monetise) the above claims are not surprising. But to extrapolate that to all viewing is a bit rich.