TVision releases H1 2020 TV Performance ReportThursday, August 27th, 2020
TVision Releases TV Performance Report for the Most Unique Six Months of TV that the
- Industry Has Ever Experienced; Semi-Annual Report Includes Ad Attention, Viewability
- Data Shows Just How Big of an Impact COVID-19 Had on Television and Advertising
NEW YORK — TVision, the leader in TV engagement metrics, today released its H1 2020 TV Performance Report. TVision’s semi-annual report recognizes the brands, commercials, and TV / OTT content that best captured viewer engagement in a six-month period that saw unprecedented levels of TV viewing and major changes to programming and advertising.
“The coronavirus outbreak prompted a sudden shift to a stay-at-home world — and in the process disrupted the television industry to an unprecedented degree,” notes Joanne Leong, Vice President and, Director, Global Media Partnerships at Dentsu Aegis Network (DAN). “TVision’s eye-opening attention metrics are critical in making informed decisions in response to disruptive events like COVID-19.”
TVision’s TV Attention and Viewability data help brands, networks and OTT providers identify the most valuable content – the best places to advertise, the best programming on streaming networks, and the most appropriate ways to engage with special events and live programming. Some highlights from the first half of 2020 include:
- Measuring Attention Differentiates Programs – The report highlights how advertisers can create separation and identify the best shows for any given audience by evaluating programming based on Attention.
- Nimble and Fast Reactions to COVID-19 Changes Paid off for Advertisers – ESPN’s breakout hit “The Last Dance” is an example of how networks reacted with relevant sports programming to fill the Live Sports void and how advertisers who pivoted with the network captured more Attention for their brands.
- The Pandemic Ushered in More Growth for Streaming TV – During quarantine, Attention to OTT programming, which traditionally outperforms linear, increased another 20% and consumption of OTT content doubled.
In addition to the above insights, the report also highlights the TV programming, OTT shows and brands that best engaged viewers in this time period.
- CBS was home to the most engaging primetime broadcast shows of H1 2020, taking the three top spots in both the Attention and Viewability categories. With 80.2% Viewability and 45.3% Attention, CBS’ FBI was top for Viewability and the third best show for Attention. Young Sheldon and Mom, both also from CBS were the only other shows to make both lists. On Cable, BRAVO’s The Real Housewives of New Jersey secured the top spot for Attention and the second spot for Viewability.
- Bausch & Lomb Preservision and Samsung were the only two brands to land in the top ten for both Attention and Viewability for H1 2020. CoolSculpting and Planters captured Attention best at 43.5% and Samsung Home Appliances had the best Viewability at 73.6%. The report also breaks down the top brands for Viewability across many industries, including Auto, CPG, and Finance.
- In many ways H1 2020 was an exceptional six months for streaming television. Netflix scored the top five shows on the Attention Index with 100 Humans scoring 162.7. Netflix’s She-Ra and the Princesses of Power scored a 66% binge rate. Binge Rate tracks the proportion of episode views that occur in a binge session, defined as 3 or more episodes viewed in a single session. Disney’s The Last Kids on Earth was co-viewed 96% of the time, placing it in the top spot for Co-Viewing Rate.
“We are in the midst of a transformative period for television, which has been further upended by the Coronavirus pandemic,” explains Luke McGuinness, President of TVision. “It’s not just the basics of delivering content to audiences, with live sports just now returning and fall schedules being altered, but also fundamental changes to the way people consume TV content and advertising. Our data helps the industry to adapt to these changes with insight into how people are actually watching TV, both linear and OTT.”