You’ve heard Attention Analytics are very promising for TV advertisers, but what are they exactly? Get answers to what Attention Analytics are, how they work and they work with digital metrics.

1. Real-time
Attention & Conversion Analytics
for TV Ads

2. Attention Analytics Make TV Advertising
as Measurable as Digital
With Real-Time Tracking of Creative and Media
Performance
New TV Attention Analytics use proven, digital measurement
techniques to track audience attention across millions of devices
and reveal when, where and why viewer attention is waning.
iSpot.tv’s real-time performance
insights help marketers identify
effective creatives, placements, and
strategies across their entire
competitive set and gain a clear
understanding of how audiences
watch ads, engage across screens
and ultimately make purchase
decisions.
How do you really know if the TV audience is tuning in or tuning
out when it comes to your commercials?

3. Tracking and Measuring Interruption: Just like digital, it’s easy for viewers to interrupt an
ad on TV. In fact, the interruptive behaviors are the same. Now, the tracking capabilities are
the same, too.
Attention Analytics reveal where, why and
to what degree the audience is tuning out
specific TV ads; metrics previously only
available in the digital world.
Attention Analytics Bring Digital Precision
& Accountability to TV
TV Attention Analytics are tracked using the same methods and
technologies as digital video, and they reveal very similar insights.
When a TV commercial airs, viewer behavior is tracked across
millions of smart TV devices. That second-by-second TV data is
then aggregated, calculated, scored and presented to marketers in
real-time.

4. Attention Analytics Reveal Issues w/
Programs, Ads & Creative Wear
Attention Analytics provide a crisp,
current measure of audience attention
for any specific TV ad.
The 3 Primary Attention Factors are
Program, Ad Creative and Creative Wear.
Each of these has a variety of
measurable sub-factors that can add up
to affect ad performance.
Attention Analytics are presented in real-time, allowing marketers to
immediately address issues of audience fatigue and ineffective ad
creative while the campaign is still live.
These performance insights can be applied to particular programs
and ad creatives to sharpen future campaigns and inform media and
creative budgets. The 3 Primary Attention Factors are Program, Ad
Creative and Creative Wear. Each of these has a variety of
measurable sub-factors that can add up to affect ad performance.
*Creative optimization will be covered in greater detail in a future article in the
Attention Analytics series.
Factors Affecting Attention

5. Viewers are less likely to interrupt your ad when the creative is fresh,
strong, and delivered in the right context. The Attention Score
represents the average amount of an ad that gets played across all
impressions and TV devices.
Once the ad reaches optimal exposure, viewers become more likely to
tune away and disengage. This declining trend is called creative wear.
Attention Scoring: Each time it’s interrupted mid-play, the point of interruption is figured
into the overall average, called the Attention Score.
The Attention Score measures the
propensity of consumers to interrupt a
particular ad as it plays across TV.
Attention Score: Real-Time Measure
of Attention Strength of TV Ads

6. “Creative Wear” Measures Audience Fatigue
Creative wear represents the change in attention
over an ad’s lifetime. If creative wear is heavy, it may
be time to change rotation for certain programs or
consider new creative.
By plotting an ad’s Attention Score over
time, attention trends become
apparent.
Typically, an ad’s Attention Score will
drop as the creative gains greater
repeat exposure with TV audiences; but
creative wear can be driven by different
factors for each ad, including the actual
creative, duration of the campaign,
number of airings, etc.
Tracking Creative Wear: By viewing the attention score over time, you can often see
correlations between dips in attention and specific activity, like spikes in impressions.
The declining trend line can inform brands when new creative may be warranted.

7. Attention Index Metrics: The above visualization from the iSpot.tv Dashboard shows how
multiple ads can be measured together to assess how each is performing against other
brand or industry creative against impressions delivered and spend (circle size)
Viewing an ad’s strength through the
lens of relative attention enables
advertisers to easily compare the ad’s
performance with other creatives and
competitors, and compare its
effectiveness within different programs
and placements.
TV advertisers can view attention
across creatives, networks, and day
parts to understand which campaign
aspects produce the strongest (and
weakest) performance.
Attention Index: Real-Time Measure of
Relative Ad Performance
The Attention Index compares an ad’s Attention Score
against scores of other current brand and industry TV ads.

8. The Takeaways
Attention Analytics provide valuable insights that enable TV advertisers to:
Identify specific adjustments to make the next
campaigns more effective. Insights into audience
receptivity and engagement can provide guidance for
future TV creative, media and audience decisions.
Gain transparency and control of TV campaigns by
tracking viewer interest and engagement (or
disinterest / disengagement) and uncovering
potential issues with media placements, ad creatives
and creative wear.
Improve the effectiveness of live campaigns by
using creative wear insights to make creative and
rotation changes when Attention Scores get low.
Determine whether and when to allocate ad budgets
to new creative by following the creative wear trends
of each ad and anticipating when new creative is
worth the investment as current ads lose their steam.
Measure each commercial’s ability to command
audience attention and see, in real-time, when, why
and how much viewer attention may be waning.

9. To get access to the full report, go to
www.ispot.tv/free-reports.