When it comes to measuring the success of TV ads, actual viewer attention is key. iSpot.tv, the always-on TV ad measurement and attribution company, has attention analytics that measure both the propensity for viewers to interrupt ad play during a commercial (the iSpot Attention Index), as well as the average percentage of an ad that is played across TV devices (the iSpot Attention Score).
We looked at attention trends for summer 2019 (June 1 through August 28) and among the brands standing out were fast-food titans Burger King and Taco Bell.
Overall, Burger King had an average Attention Index of 125, meaning its ads received 25% fewer interruptions than the industry average (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).
Looking at specific ads, two of the most-seen spots with over 1 billion TV ad impressions and positive Attention Indices were “Surprise” (iSpot Attention Index of 114, meaning it received 14% fewer interruptions) and “Mix or Match” (iSpot Attention Index of 130, 30% fewer interruptions). It’s worth noting that “Surprise” is actually promoting BK’s $1 tacos, something that hasn’t been on the menu before. And of the four Burger King spots that generated over 1 billion impressions this summer, “Mix or Match” had the best iSpot Attention Score (96.18).
For Taco Bell, one of its top-performing spots for impressions and attention was “Chasing Gold: Whole Collection” featuring actor/singer Darren Criss with an iSpot Attention Index of 127 (27% fewer interruptions) and an iSpot Attention Score of 95.82. Another ad with high attention was “Share With Yourself” (iSpot Attention Index of 115; 15% fewer interruptions).