These Are the Oscar Ads and Moments Viewers Paid Attention to the Most

It may not have won Best Original Song, but Lady Gaga's show-stopping performance of "Til It Happens to You" from The Hunting Ground documentary was the top moment during a politically charged Oscars Sunday night. According to TV measurement firm TVision, Gaga's rendition of her song about sexual abuse, which ended with numerous survivors joining Gaga on stage, scored the highest positive attention of any moment on Sunday. The performance, which came near the end of the roughly three-and-a-half-hour telecast, scored a 2.00 rating on TVision's Positive Attention Index, which combines the total amount of time viewers are watching the TV set with the number of times a viewer smiles per minute. Vice President Joe Biden's introduction of his "good friend" Gaga had the fourth highest score on the index with 1.47. TVision measures actual "eyes-on-screen" to provide advertisers, agencies and television networks the second-by-second data required to understand the effectiveness of television advertising and programming. The company uses computer vision technology to passively collect viewer behavior, attention and emotional affect second by second, person by person from the natural viewing environment. Kate Winslet and Reese Witherspoon introducing a pair of Best Picture nominees scored second-highest on the Positive Attention Index with 1.65, perhaps in part due to Winslet rocking a sweet pair of thick-rimmed eyeglasses, which got a lot of chatter on social media. Can we go back to talking about Kate Winslet's glasses? #Oscars pic.twitter.com/8Cnfo3wTvZ — TODAY (@TODAYshow) February 29, 2016 The other two moments to score the highest on TVision's Positive Attention Index were the Girl Scouts of Los Angeles, and Sasha Baron Coen bringing back his Ali G character. TVision also measured smiles and attention separately (smiles for moments during the show, attention for advertising). Not surprisingly, Leonardo DiCaprio winning his first Oscar after six nominations rated the highest on TVision's Smile Index with a 2.75, well above the next highest moment—Spotlight winning Best Picture (1.50). The other three were The Hateful Eight's Best Original Score win (1.47), the Minions' clip (1.26) and Sam Smith winning for Best Original Song (1.24). Cadillac's "Rewind Time" spot that aired during the 11 p.m. ET hour scored the highest on TVision's Attention Index with a 1.54. The following commercial from Kohl's (one of four the retailer aired last night) came in at No. 2: Lexus' spot for its RX and RX Hybrid and AT&T's DirecTV commercial both rated a 1.30 on the index. Samsung's Galaxy Phone ad came in at No. 5 with a 1.25 score. Elsewhere on social media, Engagement Labs ranked how both sponsors and the Best Picture nominees performed on Facebook, Twitter and Instagram:

Convergent TV

These Are the Oscar Ads and Moments Viewers Paid Attention to the Most

At home, people loved Leo's win and Kohl's ads

Tim Baysinger

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Tim Baysinger