Research Shows FAST Apps Exceed Viewer Attention Benchmarks For Linear TV, Overall CTV

As subscription fatigue sets in, viewers are increasingly augmenting their streaming bundles with free services. But historically, advertisers are sometimes reluctant to shift ad spend towards “lean-back” environments. The latest research from VIZIO and Adelaide, however, should set advertisers’ minds at ease. The joint research was aimed at identifying what TV environments viewers pay the most attention to while watching. The findings showed 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%. Additionally, the report found that FAST AU benchmarks are on par with the biggest AVOD and vMVPD apps by volume. 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. “These findings disprove the narrative of inattention or lesser value in FAST environments and ensures advertisers that FASTs can drive both upper and lower funnel ROI,” said Devin Fallon, Senior Director, Media Insights & Analytics at VIZIO. Check out the full insights, with additional analysis from Adelaide on VIZIO’s Platform+ blog.

Research Shows FAST Apps Exceed Viewer Attention Benchmarks For Linear TV, Overall CTV

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