All the Consumer TV Ad Engagement and Sentiment Numbers You Need To Know

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• Consumer sentiment
• Ad recall
• Engagement rates
• Attention span
• Ad-supported streaming
• U.S. consumers
• Popularity 

Consumer Insights

Younger CTV viewers are more receptive to watching ads — 80% of those ages 18-34 stream at least an hour per week through ad-supported platforms.
Source: MNTN Research

49% of live sports streamers believe TV ads are an important part of their viewing experience.
Source: Magnite

CTV viewers find repeat ads more frustrating than irrelevant ads. 
Source: MNTN Research

50% of streamers believe five or fewer ads per show is reasonable.
Source: Hub Entertainment Research 

Over half of TV watchers who watch at least 7 hours of TV say they have discovered a new product through streaming ads.
Source: Magnite

Thursday Night Football’s viewership on Amazon skews younger and more affluent, with the average viewer nearly seven years younger than traditional TV viewers. It also attracts high engagement, with viewers watching around 82 minutes per game.
Source: Adweek

Younger demographics’ higher tolerance for ads during live content (69%) has helped increase competition for sports rights.
Source: EMARKETER

46% of adults view TV as the most trustworthy advertising channel.
Source: EMARKETER

CTV ad attention for U.S. viewers rose to 51.5% in Q1 2024, up from 49.2% in the previous quarter. 
Source: DoubleVerify

There are 233.9 million CTV viewers in the U.S.
Source: EMARKETER

Consumers are more willing than ever to watch ads in exchange for lower subscription costs — up from 58% in 2021 to 66% in 2024. 
Source: Hub Research

Overexposure is a major concern for CTV advertisers, with 39% citing transparency on ad placements as a top challenge for their marketing efforts. 
Source: Advertiser Perceptions

While ad repetition can boost recall — by 92% after six views — it doesn’t translate to higher purchase intent, which drops by 16% from the first to the sixth ad exposure.
Source: Nexxen

Advertiser Trends

Ads on premium CTV apps have higher attention rates (56.1%) than linear TV ads (54.5%)
Source: DoubleVerify

Despite CTV’s growing engagement, TV ad spend remains higher for linear at $58.99 billion, compared to CTV’s $28.75 billion.
Source: EMARKETER

Despite the risk of irritating viewers, Temu saw a 45% spike in app downloads after running the same ad five times during the 2024 Big Game.
Source: Harris Poll

Creative Analysis

67% of live sports streamers say they pay more attention to ads that align with their lifestyle and interests.
Source: Magnite

60% of TV viewers are satisfied when ads are customized to them, and many are willing to watch more ads if they feel they are relevant to their interests.
Source: Statista

Shoppable ads during NFL games see 10x more engagement than regular ads.
Source: Adweek

CTV’s interactive ad formats, such as surveys and on-screen purchasing, drive higher engagement than traditional linear TV ads. 
Source: EMARKETER

Scrollable CTV ads have a 1.4% engagement rate — more than double the rates of dynamic ads (0.7%) and expandable ads (0.5%)
Source: BrightLine

Consumers can find QR codes in CTV ads challenging, with 21% of consumers saying they fail to scan in time, 10% not understanding how to use them, and 13% not always having their mobile device on hand. 
Source: LG Ad Solutions

Viewers report that scrollable CTV ads perform well because they are fully integrated into the watching experience — removing the friction of requiring a secondary device for engagement. 
Source: LG Ad Solutions