TVision, a firm that measures every second of TV and CTV viewer engagement, and FuboTV announced that Fubo ads outperform average attention across CTV apps and linear. Its advertising captures the attention of more 24-54 year olds than all other benchmarks. If you didn’t know already that is the sort of golden goose of TV demos. This could be great news for Fubo as it gears up for a fight with the new sports streamer being put together by Disney, Fox Sports and WBD.
TVision’s passive CTV viewing panel, Fubo showed that audiences are more engaged and attentive than other CTV and linear audiences.
Fubo Sees High Viewer Presence and Attention, Compared to Benchmarks
TVision reported significant differences in how viewers in the coveted 25-54 year old age range pay attention to and engage with Fubo content and ads compared to norms across CTV and cable television.
Viewers aged 25-54 are at least 23% more likely to be in the room for Fubo programming than other benchmark categories, including cable and all categories of CTV, according to the TVision study.
Among the same demo, content on Fubo captured 33% more attention than cable and 70% more attention than typical vMVPD norms.
“Attention is the next wave of CTV ad measurement and TVision is a valuable partner at the forefront of this movement,” said Dina Roman, SVP, global ad sales, Fubo. “TVision’s study found that Fubo is a leader in commanding audience attention among our competitive set and linear TV, reinforcing the value of our highly engaged audience and premium live sports and entertainment content.”
According to the report Fubo advertisers are already benefiting from the live TV streaming platform’s attention advantage. The company said that a major CPG brand saw as much as a 67% increase in attention on Fubo compared to other CTV apps where its ads ran. As seen in the chart below, ads on Fubo outperform the average attention of other ads across cable, CTV, and FAST apps. Fubo ads outperform vMVPD ad norms by 50%.
“Fubo should be proud of their ability to capture attention from viewers,” said Yan Liu, CEO of TVision. “Advertisers recognize the impact of high attention apps and programming, and they are placing a premium value on the opportunity to reach more engaged viewers. The data shows Fubo is a strong investment for advertisers looking to connect with sports fans and beyond this year.”
About TVision
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.
About TVision’s Panel
Data for this report was pulled from TVision’s passive TV measurement panel between January 1, 2023 and December 31, 2023. Each panel household opted into the TVision panel. TVision’s demographically representative panel enables accurate, person-level insight into how people really watch both linear and CTV.
