iSpot, a media measurement company vying to win clients amid recent pushback against rival Nielsen. has led an investment round in TVision,a company that aims to provide second-by-second analysis of how people watch TV.
Viewers might complain about the barrage of political commercials on the way as Election Day approaches, but they seem to pay attention to them. A new study from TVision found that when political ads appear, viewers stay in the room 22% longer than when other types of ads appear. TVision also said viewers’ eyes stay on political ads 15% longer than spots for other products or services.
E.W. Scripps’ Scripps Networks division said it will use TVision’s viewer attention data to highlight the engaged audiences of its over-the-air channels during upfront presentations. The Scripps Networks entertainment channels include Ion, Grit, Bounce Laff, TrueReal and Defy TV. TVision’s Attention to Duration Index shows that the Scripps networks average 50% higher than other linear networks for keeping its viewers in the room and engaged with ad content.
Building on more TV measurement tests from TV advertising sellers, Xandr, the advanced advertising/marketplace unit now owned by Microsoft, announced it has struck deals with six measurement companies in preparation for the upfront TV market. Comscore, EDO, Samba TV, TVision, VideoAmp, and 605 will work with Xandr’s buy- and sell-side advanced TV platforms — Invest TV and Monetize TV.
The Uncarrier’s new pay TV service matches up against these specific incumbents well in terms price and channel selection, and executives have noticed
Discovery CEO David Zaslav said that it is currently in a dispute over how Discovery’s channels are being offered on T-Mobile’s new TVision pay TV service. Sources familiar with the situation said ViacomCBS has similar concerns.
With its TVision service, T-Mobile says it’s aiming to offer a simpler and and cheaper service for people dissatisfied with cable. It will cost $10 a month with live news, entertainment and sports channels. But it’s entering a crowded field. And most similar streaming services have found it difficult to sustain low prices over time.
Applications show the TMobile device could be based on the same dongle as Dish’s AirTV Mini.
Media agency Dentsu Aegis Network said it will be using data from TVision as part of its Attention Economy initiative, which aims to compare attention across all media channels to improve the impact of advertising. Dentsu’s agencies will utilize some aspects of TVision’s data, in parallel with proprietary insights tools, to plan TV/OTT campaigns based on attention metrics for the first time.
The CW’s Supergirl had the highest ad viewability score during May, according to research company TVision. Viewability is opportunity to view, defined as someone who was in the room for two or more seconds. Commercials in Supergirl were most likely to be seen, enhancing the value of the show to advertisers.
Using its “vision technology,” TVision Insights says its findings for top TV shows should be considered differently versus other third-party research companies touting pure traditional viewership measured data. The company says its technology measures the time, second-by-second, that viewers’ eyes are focusing a TV screen. The data was collected anonymously and passively from some 7,500 individuals across 2,000 opt-in panelist households in Boston, Chicago and Dallas measured in the fourth quarter of 2016.
Several companies, eager to help brands more efficiently spend advertising money, use devices to track viewing habits in surprisingly granular detail.
Audience measurement, like online advertising, has suffered from plenty of growing pains over the past few years, with providers struggling to define consistent metrics and reduce problems such as click fraud. But the recent wins chalked up separately by comScore and TVision show that progress is being made on this front.