2019 September Board Book

'Lethal Weapon,' 'Arrow' Register Best Ad Viewability-Attention Metrics

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by Wayne Friedman , August 15, 2019

Fox’s “Lethal Weapon” and The CW’s “Arrow” scored the best results when it came to ad viewability and ad attention during the second half of the 2018-2019 TV season, according to TVision. The TV research company said those two prime-time broadcast shows “stood out as two of the best broadcast TV advertising opportunities of the year.” TVision measures second-by-second TV viewing using what the company calls “eyes-on- the screen” computer-vision technology. It defines an ad viewability measure as the percentage of all ad impressions in which a viewer was “in the room” for two or more seconds. The ad attention measure is the percentage of all ad impressions in which the viewer was “looking” at the TV screen for two or more seconds.