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TVision study: viewers watch 4+ hours but attend to only 9 minutes of ads

Advanced Television reports that TVision by Viant’s 2026 State of Streaming panel found daily video viewing tops four hours, yet ad attention averages just nine minutes and keeps shrinking, with World Cup blowout matches drawing huge audiences but weak attention.

Why it matters. Buyers who price against reach alone risk overpaying for high-audience placements, like marquee sports matchups, that deliver comparatively little ad attention.

Signal from advanced-television.com · read the original.

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