Viewer Attention Study: Harnessing the Power of CTV

It has become more difficult in today’s fragmented TV landscape to capture viewer attention. In partnership with CTV measurement leader TVision, we explored how households are watching television and if they are paying attention to both content and ads. This was paired with an online survey to obtain more information about consumers’ viewing habits. The study revealed that CTV content garners more attention than Linear TV, with a +13% higher attention index and a +74% higher co-viewing incidence among ad-supported streaming households. Concurrently, viewers are more likely to pay attention to streaming TV when watching with others.

To read the full study and learn how to use a Direct-to-Glass CTV strategy to better connect with households and evaluate performance, download the report.