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# MediaPost: IPG Lab Measures TV 'Attention,' Finds Similar Levels To Digital

March 19

By Joe Mandese, [MediaPost](https://www.mediapost.com/publications/article/333403/ipg-lab-measures-tv-viewability-finds-similar-l.html)

In a development that could change the way some in the ad industry think about the concept of “attention,” the IPG Media Lab has released a **[study](https://www.tvviewability.com/)** purporting to compare TV’s ad attention with that of digital’s and it found they’re actually not that different.

* * *

Read the full article in [MediaPost](https://www.mediapost.com/publications/article/333403/ipg-lab-measures-tv-viewability-finds-similar-l.html) and press release at [IPG Media Lab](https://magnaglobal.com/media_trials/quantifying-tv-viewability/).

## More resources from TVision

[TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](/content/resources/tvisions-new-state-of-streaming-report-h2-2025/index.html)

Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.

[VideoAmp and TVision Expand License Agreement to Include CTV Co-viewing Data](/content/resources/videoamp-and-tvision-expand-license-agreement-to-include-ctv-co-viewing-data/index.html)

Today TVision, the company measuring every second of TV and CTV viewer engagement, and VideoAmp, the tech-first measurement company, announced an expanded licensing agreement that delivers TVision’s industry-leading, person-level calibration data for CTV to VideoAmp. The new deal expands an existing agreement between the two companies for Linear data.

[2026 Super Bowl: The Top Ads For Viewer Attention; Plus More Game Data from TVision](/content/resources/2026-super-bowl-the-top-ads-for-viewer-attention-plus-more-game-data-from-tvision/index.html)

TVision reveals the top ads based on attention from the 2026 Super Bowl, how viewers watched the game, which demos paid the most attention, whether Bad Bunny kept viewers' attention, and more.