Lumen and TVision Partner on TV Viewing and Attention

Viewer engagement metrics firm TVision and attention measurement specialist Lumen Research have announced a formal partnership promising cross-platform attention measurement for US and UK customers; with TVision developing a new UK-based, opt-in panel.

TVision says it measures 'every second of TV and CTV viewer engagement', and the new panel will do so at the person-level for the UK audience. This will allow it to report the same level of detail as it currently does in the US market, including insights into broadcast and CTV programming and advertising, attention, viewability and co-viewing.

Combined with Lumen's digital measurement, the partners say this will allow UK marketers to easily compare engagement across media. From a single interface, users can track which campaigns engage viewers best, and when they wear out; which media placements deliver the best attention; and the relationship between TV and digital campaign attention. The tool will also help them spot and develop opportunities to improve attention across platforms.

'We're so excited to be bringing this unique offer to the market along with our partners at TVision' says Lumen MD Mike Follett (pictured). 'Advertising obviously has a greater impact if the audience is attentive and, with Lumen and TVision's attention measurement suite, it is possible to understand the potential impact and optimise for improved engagement of both TV and digital audiences in the UK'. Yan Liu, CEO of TVision, says the partnership 'is built on years of joint research and analysis and a shared commitment to helping brands utilise attention to improve outcomes'.

Web sites: www.tvisioninsights.com and www.lumen-research.com .