CTV Viewers Pay More Attention to Streaming Ads Than Linear TV Ads

Sep 27

Sep 27 CTV Viewers Pay More Attention to Streaming Ads Than Linear TV Ads

LG Ads commissioned a study conducted by TVision to better understand performance and implications of CTV ads vs. linear TV ads. Taken with appropriate grains of salt given the source, the results to appear to validate the buzz and growing investment around CTV ads.

Overall, CTV content has a +13% higher attention index and a +74% higher co-viewing incidence than linear television content, according to a study commissioned by LG Ad Solutions and carried out by TVision.
TVision used a combination of their camera sensor, digital meter, and Measurement Engine panel data to understand how and what households are watching television and the extent they were paying attention. This was paired with an online survey conducted by LG Ad Solutions to obtain more information about consumers’ viewing habits.
In addition to the higher attention, the survey revealed that 88% of respondents co-view streaming television with others and they report being more likely to pay attention to both content and ads when doing so. About two thirds (67%) of respondents said they pay same or more attention to programming when co-viewing while 54% pay same or more attention to the advertising content. In fact, 73% of consumers multi-task the same amount or less when co-viewing TV.