TV Audience Attention Across Viewing Models

This report outlines the current state of TV viewing, highlighting the fragmentation of audiences across various platforms such as Linear, FAST, AVOD, and SVOD. It identifies key objectives, including measuring visual ad attention and understanding viewer engagement with different TV models. The methodology consists of visual attention tracking and a media diary, collecting data from a diverse sample over six months. The report presents metrics such as visual ad attention rate and viewability rate, indicating how ads perform across different viewing models. Findings suggest that brands can enhance ad attention by diversifying their exposure across multiple TV models. Additionally, the report discusses the significance of free streaming TV, which commands similar attention levels as paid streaming and extends reach to diverse demographics. The analysis emphasizes the importance of strategic ad placements and timing to maximize viewer engagement and attention, particularly in a landscape where viewer habits are continuously evolving.