Attention metrics go beyond delivery confirmation (did the ad play?) to measure active viewer engagement — whether the viewer was actually paying attention to the screen when the ad ran. In CTV, attention is measured through signals such as: audio environment (did the audio play at audible volume?), viewing context (was the content being actively watched vs. playing in the background?), second-screen distraction signals (are viewers picking up their phones during ad breaks?), and creative engagement indicators (eye tracking where available). Attention metrics emerged as an alternative currency to viewability — the argument being that viewability (pixels in view, video playing) is a necessary but insufficient condition for the ad to register mentally.
For India CTV in 2026, attention measurement is nascent. The leading attention vendors globally (Adelaide, Lumen, Amplified Intelligence) are not yet broadly deployed in India CTV. However, attention as a concept is relevant for India planners because CTV structurally has high attention potential: full-screen non-skippable ads in a lean-back viewing environment where the primary screen is the content screen. The key practical signal available without specialist vendors: VCR at 100% is a basic attention proxy — if viewers are completing the ad, the viewing environment is favourable. Drop-off patterns at specific quartiles can indicate when attention is lost. More sophisticated attention measurement will arrive in India as the market matures; for now, VCR combined with brand lift research is the most actionable attention proxy available.
Full guide
For a complete explanation, read: Attention metrics for CTV advertising: what they are, how they are measured, and India status