Research reveals increased attention decay with ad repetition in connected TV compared to linear TV.
This research examines the impact of ad repetition on viewers' attention in Connected TV (CTV) versus Linear TV (LTV). Using a rich panel dataset from TVision Insights, which tracks second-by-second ad attention for over 1,000 viewers, we find that viewers pay less attention to ads on CTV, with attention declining more sharply with each repetition compared to LTV. When ads are repeated within shorter time spans (e.g., days or hours), attention decay intensifies noticeably for both CTV and LTV, though the effect is steeper in CTV.
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Bhan et al. (2025) studied this question.
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