Study: FAST Apps Outperform CTV and Linear TV in Viewer Attention
January 29, 2024
Free ad-supported streaming TV (FAST) apps outperform CTV and linear TV options in viewer attention, according to joint research from Vizio and attention metrics provider Adelaide.
In the study aimed at identifying what TV environments viewers pay the most attention to while watching, FAST apps outperform Adelaide’s overall CTV attention benchmarks by 20% to 25%, and outperform linear TV by 35% to 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,” according to a Vizio release.
Adelaide’s CTV AU metric is built with opt-in eye-tracking 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,” Devin Fallon, senior director, media insights and analytics at VIZIO, said in a statement. “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.”
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“Adelaide is pleased to partner with VIZIO to bring transparency to CTV media quality in the FAST space,” Marc Guldimann, CEO at Adelaide, said in a statement. “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.”