An example of iSpot.tv’s new Creative Wear analytics, showing attention drop over time.
iSpot.tv monitors TV ads, getting regular data streams from software on 10 million Vizio TVs.
The Bellevue, Washington-based company is now taking its ad monitoring a step further by releasing three analytics products to measure viewers’ attention when ads are shown. CEO and founder Sean Muller told me that this is the first large-scale real-time solution for measuring attention and its falloff across all ads.
Owners of these Vizio sets have opted in or out when the set first turns on. If they ignore the option after five times of set turn-ons, Muller says the software assumes that’s an opt-out. But, he added, if you opt, out you don’t get the TV program recommendations made available from iSpot data.
The three new analytics products are based on data iSpot has been collecting over the last several years, which measures four kinds of explicit interruptions: changing the channel, pulling up the guide, fast-forwarding or turning off the TV. In the past, however, the data was only made available through a few metrics, such as average viewing rate of an ad, not through separate analytics packages that give a more complete view.
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