Hosted by Mélanie Taravant, this TV programme, which will be broadcast live and streamed, will bring together French specialists in media studies.

On this occasion, with the methodological support of CESP (Centre d’Étude des Supports de Publicité, the French inter-professional advertising body), FranceTV Publicité unveils the results of its study “Cultivate Attention”.

These results measure different video levers (TV, BVOD, VOL, social media) and present the criteria which determine optimal advertising attention (context, format, device, viewing comfort, etc.).

For this first global study on measuring cross-video attention, FranceTV Publicité and Ipsos worked with Tobii, a company which specialises in eye-tracking technology. Eye-tracking was used to measure actual attention, using cutting-edge glasses. In total, 300 people took part in this initiative in 2 sessions between May and December 2023 to analyse 7,638 advertising sessions.

Some of the key findings include:

• As the TV/video advertising industry considers the ways in which to define and measure video advertising reach, the study includes definitive proof of the performance of linear TV and BVOD with 100% of adverts on linear TV and BVOD complying with the MRC Cross-Video standard⁽¹⁾, compared to 97% for OLV and just 35% for social media;

• 89% of video adverts on linear TV and BVOD were watched in their entirety, compared to 56% for OLV and just 11% for social media;

• The 20-second format for linear TV and BVOD is optimal with 94% attention or 19 attentive seconds⁽²⁾, 2.5 times more than OLV;

• On France Télévisions, the 20-second format has the best attention rate with +57% vs other TV, BVOD and OLV⁽³⁾;