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State of the Screens

How often are people in the room when TV ads air? Not as much as brands might like, study shows

By March 28, 2019No Comments

Are TV ads 100% viewable? Not according to findings from a recent study conducted by IPG Media Lab and TVision Insights.

How do they measure TV ad viewability? The study used panel based technology from TVision Insights that can capture the number of people present in the room and whether they are watching the screen.

Non-viewable rate according to IPG Media Lab:
1)
Digital Video — 31%
2)
TV — 29%

Quote from Luke McGuinness– President @ TVision Insights:
“The way TV has historically been measured does not capture the fact that TV does have a viewability problem that is similar to that of digital”

TV ad viewability by industry:
1)
Pharma — 75%
2)
Insurance — 71%
3)
Grocery — 71%
4)
Recreational — 65%

TV ad viewability by ad pod position:
1)
First — 72%
2)
Middle — 70%
3)
Last — 70%

Flashback #1: The Surprising Impact of Buying Attention Vs. Audiences

Commercial attention index by age in 2018-Q3:
1) 55–64–122.3
2)
45–54–102.7
3)
25–34–98.5
4)
18–24–97.9
5)
35–54–94.5
6)
65+ — 93.8
7)
<18–90.4

Commercial attention index by gender in 2018-Q3:
1) Female — 103.6
2)
Male — 96.4

Flashback #2: TVision Insights: 6 Second Ads: Who, How & When to Use

More #1: IPG Lab Measures TV ‘Viewability,’ Finds Similar Levels To Digital

More #2: Mobile Ads Do More Work in One Second Than You Might Think

More #3: A Business Perspective on the Impact of Production Quality on Video Advertising

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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