CTV Co-Viewing Study Reinforces the Value of Prioritizing Premium CTV Content for Advertisers

Premion, an industry-leading premium Connected TV (CTV)/OTT advertising platform for regional and local advertisers, announced that its CTV inventory exceeds industry  benchmarks for co-viewing and capturing viewer attention as measured by a co-viewing study from TVision, the company measuring every second of TV and CTV viewer engagement. Co-viewing refers to members of the same household watching television at the same time and TVision found that Premion inventory was seen by more attentive viewers than the CTV norm — reinforcing the value of prioritizing premium CTV content for advertisers.

Consumers are watching more TV on ad-supported streaming platforms and they’re more likely to watch CTV content with friends and family than linear TV, according to TVision. Counting CTV co-viewing gives advertisers valuable insights into total audience reach on CTV campaigns in a like-for-like comparison to linear TV.

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Among the TVision CTV Co-Viewing study findings:

• Premion inventory had more than a 19% lift above CTV Norms with views per viewable household (VPVH), defined as the average number of viewers present in the home when the TV is on with the content tuned. The average VPVH for Premion inventory was 1.5, with 1.26 being the average for ad-supported CTV.
• The average attention percentage for Premion placed inventory also exceeded industry norms, with a 3.5% lift from the CTV average. TVision defines the attention index as the average amount of seconds that viewers engage with a program.
• Premion placed inventory captured more attention than the CTV norm in nearly every hour of the day (23 of 24 hours) and this difference is especially notable in Prime and Overnight dayparts, providing additional value to advertisers.

Yan Liu, CEO of TVision said, “CTV advertisers want to know how many people are streaming content together and who’s paying attention, and our studies show that attention is closely correlated with both aided awareness and ad recall — two fundamental brand metrics. Premion scored high in attention and views per viewer household which validates the power of premium content. This maximizes value for brands by getting the ads in front of a larger audience without them having to increase ad spending.”

“Proving the efficacy of CTV ad spending is a top advertiser priority and co-viewing is an added value that gives advertisers meaningful insights on audiences and outcomes,” said Dave Marquard, Head of Product at Premion. “The TVision study underscores that co-viewing is a valuable metric and we attribute our high co-viewing scores to our focus on only serving directly sourced premium trusted content and delivering data-rich audience targeting that enable advertisers to reach precise audiences with more relevant ads.”

In conducting the study, TVision measured CTV attention, views per viewable household (VPVH) and CTV viewability. Premion inventory was placed on 125+ streaming apps, providers and networks from September 1, 2022 through November 30, 2022.

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TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.

Launched in 2016 by TEGNA Inc. (NYSE: TGNA), Premion is an industry-leading premium CTV/OTT advertising platform for regional and local advertisers. Gray Television, Inc. (NYSE: GTN) acquired a minority stake in Premion in 2020. With directly sourced inventory from 125+ premium publishers, Premion delivers transparency and brand safety, making it easy for advertisers to target and reach engaged audiences at scale. Premion was recognized with the 2022 Cynopsis Model D Award for Outstanding Local Advertising Solution and the Best of the Best Award for Best Ad Tech Solution. In 2021, Premion won four industry awards: the Tech Leadership Award for Best OTT and Streaming Technology, and the Cynopsis Model D Awards for Best Audience-Based Buying Platform, Outstanding Brand Safety Strategy and Best Direct to Consumer Campaign, and the company has earned the TAG Certified Against Fraud Seal and the TAG Brand Safety Certified Seal from the Trustworthy Accountability Group (TAG).