The CW’s Supergirl had the highest ad viewability score during May, according to research company TVision.
Viewability is opportunity to view, defined as someone who was in the room for two or more seconds. Commercials in Supergirl were most likely to be seen, enhancing the value of the show to advertisers.
Supergirl’s viewability score was 94.1%. Other top-scoring broadcast shows included NBC’s A.P. Bio at 93.1%, NBC’s Songland at 88.8%, Fox’s The Resident at 87.9% and Fox’s Proven Innocent at 87.6%.
On cable, BBC America’s Killing Eve had a 90.8% viewability score, followed by History’s American Pickers at 89.9%, National Geographic’s The Hot Zone at 88.9%, Discovery’s Expedition Unknown at 86% and ID’s See No Evil at 85.4%.
TVision said that KFC’s “Fender Bender” ad had the highest Creative Attention Score, which measures a commercial’s ability to break through. Other spots with strong creative attention scores were from Heinz, Amazon, Sargento and State Farm.
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.