Welcome to TVision's 2026 TV Attention & Creative Impact Report!
This report delivers the latest insights into how creative decisions drive ad attention across linear and streaming TV. These are the findings advertisers and agencies will use in 2026 to build stronger creative and smarter media plans.
We reveal:
- How creative length performance varies by network, not just format
- Where attention peaks and drops within a TV spot
- Which categories build attention with frequency and which accelerate wear-out
- How recency effects vary significantly by age demo
- The impact of context, pod position, and ad format on attention
- and more!
