59% of Viewers Say CTV Ads Help Drive Their Holiday Buys

This holiday season, consumer shopping behavior is being heavily influenced by what they see on Connected TV. According to LG Ad Solutions, nearly 60% of viewers say CTV ads impact their holiday purchases — a 43% jump from last year. Smart TV home screens are now emerging as digital storefronts, with engagement more than doubling year-over-year. Viewers increasingly treat streaming platforms as shopping companions, looking to them for deals, gift ideas, and even direct paths to purchase.

This shift is redefining what holiday advertising on Connected TV looks like. Shoppers want ads that know them: 89% expect offers, 71% want personalization, and nearly seven in ten are open to scanning QR codes straight off their TVs. The rise of FAST channels and ad-supported streaming is also feeding this trend — giving brands new opportunities to turn viewer intent into measurable action. Ultimately, with shopping moments now stretching from Prime Day through Cyber Monday and beyond, marketers who treat Connected TV as a performance marketing channel (and not just an awareness tool) will be the ones ringing the most registers.

Connected TV in the News

Super Bowl Ads Will Reportedly Cost $8 Million per 30-Second Slot 
eMarketer
Super Bowl LIX shattered viewing records, so it’s no wonder new reports suggest NBCUniversal will charge $8 million for 30-second spots during next year’s Big Game.

CTV’s Ad Attention Scores Hit 69.5, Outpacing Online Video and Display
MNTN Research
Connected TV is now outpacing both online video and display by a wide margin, with attention scores jumping from 57.55 to 69.53 in just over a year.

Stronger AI, CTV Focus Expected For Second-Half 2025, Study Finds
MediaPost
No surprise here — according to a new study from Mediaocean, generative AI and Connected TV will be major focal points for media and marketing executives as we enter the second half of 2025.