"The $120 CPM Play": How Live Sports Attention Bidding Changes CTV

Name: "The $120 CPM Play": How Live Sports Attention Bidding Changes CTV
Uploaded: 2026-09-08T14:26:02Z
Duration: 1 min 23 s
Description: During a blowout live sports game, viewer attention plummets, leaving advertisers paying premium CPMs for passive background noise. Jon Schulz, CMO at Viant, uses the New York Knicks epic NBA Finals comeback to demonstrate how TVision’s real-time attention signals allow programmatic buyers to bid up or down dynamically based on actual eyes-on-screen engagement.

September 8, 20261:23

During a blowout live sports game, viewer attention plummets, leaving advertisers paying premium CPMs for passive background noise. Jon Schulz, CMO at Viant, uses the New York Knicks epic NBA Finals comeback to demonstrate how TVision’s real-time attention signals allow programmatic buyers to bid up or down dynamically based on actual eyes-on-screen engagement.