The Benchmark Series: Viewability

This part of The Benchmark Series compared the attributes of ad viewability across TV, Facebook, and YouTube. The concepts of screen coverage, pixels rendered and time-on-screen were assessed against their ability to impact attention and sales.

The research revealed:

TV commands 2x as much active attention as YouTube and 14x that of Facebook.
  • Attention and sales are strongly correlated.

  • TV commands 2x as much active attention as YouTube and 14x that of Facebook.

  • With the same creative executions tested, TV generates a greater sales impact.

  • Sponsorship in quality programming improves attention and sales.

  • All broadcast content has a greater sales impact than other platforms.

  • TV screen coverage is about 3x YouTube and 10x Facebook.

  • Inventory playing full screen will have a greater sales impact than ads playing on a smaller proportion of the screen.

Research Report

Visibility: The Attribute That Really Matters