Linear TV and CTV both like to tout the power of major cultural moments such as the big games and award shows as key moments for advertisers to invest.  Except, it turns out people are not really watching the ads. A new Lumen attention research study commissioned by NCM, the largest cinema advertising network the US, compared the attention metrics of cinema advertising versus all other TV programming including the biggest live sporting and award show events on TV. The results showed virtually no lift in attention compared to all other TV programs measured in the study.  Cinema continued to out deliver with 4x to 5x the attention metrics compared to linear TV and 4x to 6x the attention metrics when compared to CTV.

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Attentionreport.ncm.com