FuboTV, a prominent sports-centric live TV streaming platform in the United States, has unveiled a significant finding in collaboration with TVision, specialising in measuring television and connected TV (CTV) viewer engagement. According to their joint research, Fubo ads demonstrate superior performance in capturing viewer attention across CTV apps and linear TV channels. Notably, these ads outshine the average attention levels and surpass benchmarks among individuals aged 24 to 54 years old.
Furthermore, audiences of FuboTV exhibit higher levels of engagement and attentiveness compared to other viewers of CTV and linear television content according to insights obtained from TVision’s passive connected TV (CTV).
TVision’s latest study highlights noteworthy variations in the attention and engagement behaviors of viewers aged 25-54 towards Fubo content and advertisements in comparison to industry norms across Connected TV (CTV) and cable television platforms.
Notably, the study reveals that individuals aged 25-54 are at least 23 percent more likely to be present in the room for Fubo programming compared to cable television and benchmark categories of CTV. Specifically, within this demographic, Fubo content captured 70 percent more attention than the typical norms observed across vMVPDs and an impressive 33 percent more attention than cable programming.
Dina Roman, SVP, global ad sales, Fubo, said, “Attention is the next wave of CTV ad measurement and TVision is a valuable partner at the forefront of this movement. 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 a recent data analysis advertisers on Fubo, the live TV streaming platform, are capitalizing on the platform’s attention advantage. A significant consumer packaged goods (CPG) brand, for instance, experienced a remarkable 67 percent surge in attention on Fubo compared to other Connected TV (CTV) apps where its ads were placed.
Yan Liu, CEO of TVision, said, “Fubo should be proud of their ability to capture attention from viewers. Advertisers recognise 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.”