Measuring March Madness, silver screen ad attention and more: Datacenter Weekly

New study shows cinema ads get higher attention 

“A study commissioned by National CineMedia from attention measurement firm Lumen Research, in collaboration with Dentsu, shows attention scores for ads that run before movies beat TV, connected TV, social and digital ads by as much as four to seven times,” Ad Age’s Jack Neff reports.

The details: “For 15-second ads, for example, cinema ads had an attention score of 72, based on the percentage of the audience viewing them and how long they are viewed,” Neff explains. “This compares with an attention score between 15 and 17 for linear and connected TV and 11 and 12 social platforms from prior testing by Lumen and its partner TVision.”

Essential context: “The research comes as advertisers place a growing emphasis on how much attention people pay to ads, and groups such as the IAB and Advertising Research Foundation launch initiatives to develop standards and study the role of attention in advertising,” Neff notes.

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March Madness TV by the numbers

Inscape, the data subsidiary of smart TV maker Vizio, is out with fresh data surrounding basketball as March Madness ramps up:

• From Jan. 1 through March 13, basketball—men’s and women’s college ball and the NBA—accounted for nearly 3.5% of all time spent watching TV. Over the same period, 2% of all TV watch time went to men’s college basketball.

• Watch for those numbers to rise as March Madness gets ... madder: From March 15 through April 4, 2022, the men’s tournament was the No. 1 thing on TV, accounting for 5.32% of all TV watch time. (By comparison, the women’s tournament accounted for 0.63%.)