For TV’s Ad Future, All Eyes Are On Attention Metrics

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RBR+TVBR INFOCUS


Picture this: After an exhausting day, you’re plopped yourself down on the couch and finally have time to see the series premiere of FOX’s The Orville. About 15 minutes in, you’re fast asleep, snoozing away while ignoring what will likely be a huge turkey from Family Guy creator and Frank Sinatra Sr. superfan Seth MacFarlane.

Nielsen may have a number to give FOX, because you “watched” it. New technology TVision Insights proves otherwise. What does this mean for the future of TV, and for “attention metrics”? TVision Insights Chief Revenue Officer Dan Schiffman spoke with RBR+TVBR from his Union Square offices to explain exactly how CMOs in charge of media budgets can adapt and embrace his company’s technology. At the same time, TV networks and their affiliate stations have earned a wake-up call with respect to who is actually paying attention to their programming — and their commercials.

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