CTV Report

Younger Demographics Find CTV Ads More Relevant Than Linear Ads


  • 60% of Gen Z and 56% of Millennials think CTV ads are higher in quality than linear ads.
  • Similarly, 67% of Millennials and 62% of Gen Z believe that ads on CTV are more relevant./li>
  • Late nights are golden for grabbing Gen Z’s attention on CTV, with an average focus time exceeding 9.6 seconds per commercial.
  • Gen Z tolerates ads more during longer content, like hour-long shows.
  • Bombarding viewers with repetitive ads will backfire — both Gen Z and Millennials show peak attention when the same ad airs at least 3 hours apart.

These days (unsurprisingly), young audiences are all about Connected TV. Magna and Samsung recently did a deep dive into the ad preferences of younger TV viewers and found that  60% of Gen Z and 56% of Millennials think CTV ads are much better quality than those on traditional linear TV channels like cable and broadcast. The study also found that these young viewers find CTV ads to be more personalized — nearly 70% of Millennials and over 60% of Gen Z think these ads are more relevant than those on linear. This may come as no surprise to those familiar with Connected TV, a marketing channel that makes it easy for brands to target and reach their ideal consumers.

As far as the best times to reach young viewers on Connected TV, there’s a slight split. Gen Z are easiest to engage during late-night hours, with an average focus time of 9.63 seconds per ad spot. Millennials, on the other hand, focus more during traditional primetime, averaging 9.8 seconds per ad spot. Gen Z also has a higher receptivity to advertising during long-form content of an hour or more, while Millennials are more attentive to ads during sessions of less than one hour — particularly during DIY programming. But, something that the younger generations can agree on? Spamming viewers with the same ad over and over is a surefire way to not only lose their attention, but gain their ire. To avoid annoying viewers, advertisers should work with a CTV advertising platform or partner with robust frequency capping capabilities. (Ahem. 👀)

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