How Viewer Tuning, Presence and Attention Respond to Ad Content and Predict Brand Search Lift

Abstract

New technology measures TV viewer tuning, presence and attention, enabling the first distinctions between TV ad viewability and actual ad viewing. We compare new and traditional viewing metrics, finding that 30% of TV ads play to empty rooms. We then use broadcast networks’ verifiably quasi-random ordering of ads within commercial breaks to identify causal effects of ads on viewing behaviors among 4 million advertising exposures. We measure ad metadata and machine-code content features for 6,650 frequent ad videos. We find that recreational product ads preserve audience tuning and presence. Prescription drug advertisements decrease tuning and presence, more so for drugs that treat more prevalent and severe conditions. We also investigate whether new viewing data can inform advertiser objectives, finding that attention helps predict brand search lift after ads.

Keywords: Advertising, Ad avoidance, Attention, Prescription Drugs, Television