One of the biggest advantages of ATP bioluminescence assays is that they are non-invasive and nontoxic. They do not destroy living cells. This is unlike other cell viability assays that are invasive and ultimately kill the cells. 

ATP bioluminescence assays also offer several other benefits. They are simple to perform, extremely sensitive, and allow real-time monitoring. They also provide rapid results within minutes as compared to other conventional cell viability assays that take days. In addition, ATP bioluminescence assays are also more cost-effective than other conventional methods.