Samsung Ads’ latest research, conducted with LongTerm CoLab and ISBA, explores key moments when viewers are more receptive to ads on Connected TV (CTV). With TV consumption averaging 4.31 hours daily and traditional broadcast reach declining, especially among younger viewers, advertisers are being urged to evolve their strategies.
The report, Change the Way You CTV, pairs consumer behavior data with insights from 42 brands and agencies, aiming to align advertising strategies with viewer motivations. By categorizing eight “TV moments” and identifying three top opportunities — news catching (85% ad acceptance), evening escape (66%), and family time (50%) — the research highlights optimal moments to engage audiences effectively.
Generational differences reveal that Gen Z, accustomed to ad-heavy platforms, shows higher ad acceptance than millennials, who prefer ad-free experiences. Meanwhile, both Boomers and Gen X remain more open to linear TV ads.
Samsung’s Alex Hole emphasizes that in a rapidly shifting CTV landscape, understanding the viewer’s perspective is crucial. This research, he suggests, pushes the industry toward a consumer-focused future for CTV.
