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Google’s ‘Ask More of Your Phone’ a Hit in Primetime

Google’s been busy advertising mobile devices lately as the holiday season nears and consumer demand will be high to upgrade to a new phone. The latest spot showcasing the Google Pixel 2? “Ask More of Your Phone,” which premiered just a couple days ago.

The fast-paced 30-second ad give users a rapid rundown of the newest and most unique features — and viewers have been so intrigued that they’re staying tuned in, especially in primetime.

Data from iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from 7.3 million smart TVs, shows that audiences have been hooked on the ad since the premier, and they’re not letting go. Over 96 percent of viewers have watched the ad through its third quartile and the overall attention score is at a high 94.46 (out of 100). “Ask More of Your Phone” is also finding most of its success during primetime hours — when the largest number of viewers are typically tuning in.

Among the evening shows it’s appeared during so far? “The Voice,” “Kevin Can Wait” and “Black-ish” all brought high attention numbers despite brands seeing the first full week of November as open season on the holiday shopping blitz.

Google Phones creative has also shown an ability to rotate quickly — leading to less creative wear (the propensity of viewers to stop tuning into the spot) and a stronger grab at audience attention. Recent spots have aired for three or four weeks at a time, and anticipate an attention dip as (or even before) it happens. Then the next spot is ready to go to take its place. That’s still a task to produce quality creative work. But it’s been working very well so far.