UNDERSTANDING ATTENTION AND ATTENTION METRICS
Understanding what drives consumer attention, how it’s measured, and its ensuing effects is incredibly important for advertisers. TVision Insights, a leader in the measurement of consumer attention, has teamed up with the Journal of Advertising Research to make data from their consumer panel available to academics at no charge.
TVision’s demographically representative panel includes 13,000 people from 5,000 US homes. Data is collected via a sensor installed above each TV in a panelist’s home. The sensor uses facial recognition to identify who is watching and uses ACR technology to identify what is being watched. The panel is opt-in, compensated, and anonymized. TVision’s resulting dataset spans nearly 25 billion seconds of TV viewing across both linear (over the air) and CTV (streamed) television viewing.
TVision’s person-level data includes information on:
A) CTV Ad Impressions, Linear TV Ad Impressions, CTV Program Impressions, Linear TV Program Impressions:
- What content and ads are being watched and when
- Demographics of each viewer
- Coviewing rates
- Audience engagement with both content and ads
- Viewer demographics for content and ads specific shows
B) As well as OTTO Device Person Impressions:
- Demographics of each viewer
- Method of viewing (i.e., app, device)
- Coviewing rates
- Share of time spent with each viewing app
- The distribution between AVOD & SVOD apps
- The number of devices per household
- App engagement rates by audience
- Hourly viewing trends for apps
TVision is interested in the following topics but is also open to other ideas that advance understanding of audience attention and measurement:
- How and why the efficacy or impact of ads may differ on CTV compared to Linear TV
- How and why co-viewing (or watching TV with more than one person) may impact CTV ads and programming
- How and why does creative perform differently across linear and CTV - ad length, creative elements, rotation, frequency, audience
- Mapping the viewer journey and influences on it. For instance, if a viewer typically starts with Netflix, where do they go next and why? And what drives how much time an app gets before audiences tune away?
- CTV first viewers vs. Linear first viewers - who are they, how do they behave, how can they best be targeted?
- How do CTV programming tentpoles impact viewer behavior?
Interested academic researchers are encouraged to apply for access to the data by submitting their research ideas using this form. Applications will be reviewed by TVision and JAR based on each idea’s potential contribution. Each author team’s expertise with the topic, handling large data, and chosen methodology will also be considered. JAR and TVision are both looking for immediately actionable research findings. As a result, there is preference for research ideas that have implications for the advertising and marketing community in addition to advancing theory. Applications are welcome on an ongoing basis up to March 31, 2023.
Successful applicants must agree to sign a nondisclosure agreement (NDA) with TVision governing use of the data before access can be provided. This agreement will not preclude academic publications using the data, although successful applicants must submit any resulting papers for consideration first to the Journal of Advertising Research. Papers that are unsuccessful at JAR can be submitted to other outlets. Successful applicants are also requested to prepare a slide deck for TVision summarizing their findings.
This data release and call for ideas is only available to academic researchers with no commercial interest in this area. Individuals or companies interested in use of TVision’s data for commercial reasons should contact TVision’s sales team for more information using this form.