Data Finds FAST Apps Outperform Viewer Attention Benchmarks For Linear TV And Overall CTV
The report from VIZIO, Adelaide shows FASTs exceed CTV by +20% and Linear TV by +35%, which already garner stronger-than-average attention compared to traditional digital channels
VIZIO (NYSE: VZIO) and leading attention metrics provider Adelaide, today released joint research aimed at identifying what TV environments viewers pay the most attention to while watching.
The report found that free ad-supported streaming TV (FAST) apps outperform Adelaide’s overall CTV attention benchmarks by 20-25%, and outperform Linear TV by 35-40%. It’s also important to note that both CTV and linear TV garner stronger-than-average attention from viewers when compared to traditional digital channels.
Adelaide’s CTV AU metric is built with opt-in data from TVision, which Adelaide’s model processes alongside attributed upper- and lower-funnel outcomes to calculate AU in TV environments.
Additionally, the report found that FAST AU benchmarks are on par with the biggest AVOD and vMVPD apps by volume. For the analysis, VIZIO and Adelaide looked at a group of the highest volume apps across the FAST, AVOD, vMVPD, and Linear TV environments.
“These findings disprove the narrative of inattention or lesser value in FAST environments,” said Devin Fallon, Senior Director, Media Insights & Analytics at VIZIO. “As subscription fatigue sets in, viewers are increasingly augmenting their streaming bundles with free services, and this ensures advertisers that FAST environments can drive both upper and lower funnel ROI.”
“Adelaide is pleased to partner with VIZIO to bring transparency to CTV media quality in the FAST space,” said Marc Guldimann, CEO at Adelaide. “As CTV advertising grows, quantifying the quality of ad inventory with research-based measurement will be key for publishers, and we’re happy to help forward-thinking networks like VIZIO in this effort.”
About Adelaide
Adelaide is the leader in attention-based media quality measurement. Our mission is to bring increased transparency and fairness to advertising by supplying the market with a precise, omnichannel media quality metric connected to business outcomes. Adweek has called Adelaide’s AU “the attention economy’s most widely recognized metric.” Proven to predict full-funnel outcomes more accurately than any existing metric, AU helps the world’s largest brands make smarter investment decisions, activate attention data programmatically, and drive better performance. Adelaide is named after the global epicenter of evidence-based marketing in southern Australia and headquartered in New York City. For more information, visit adelaidemetrics.com.
