CTV Report
49% of Consumers Say TV Ads Drive Purchases
by Frankie Karrer
Abstract
- TV ads lead on performance, with nearly half of consumers (49%) saying TV influences their purchase decisions.
- However, more than one in three consumers (36%) also say TV is the most disruptive place to encounter ads.
- Ad load and repetition are the breaking points: 33% of viewers are most annoyed by excessive ads, and 27.5% frustrated by seeing the same ads too often.
- Still, 43% of consumers find TV ads useful and relevant, and 78% say interactive ads are even more engaging.
TV remains one of the most powerful channels for driving consumer action — despite walking a fine line with viewer tolerance. New research from DISQO reveals that nearly half of consumers (49%) say TV ads influence their purchase behavior, outperforming nearly every other channel. But with that impact comes tension. More than a third of consumers (36%) say TV is the most disruptive place to encounter ads, driven largely by excessive ad loads and repetitive creative. When frequency goes too far, they disengage, with 66.7% saying they’ll tolerate fewer than four ads per show before considering ad-free upgrades.
This friction creates an opportunity for Connected TV advertisers who get it right. While some viewers push back on clutter, a meaningful share still responds positively to thoughtful TV advertising — 43% say TV ads are useful and relevant, and 46% find them engaging or enjoyable. Research from EMARKETER suggests interactive formats, refreshed creative, and relevance-first targeting can dramatically improve attention and sentiment. CTV’s strength is not just that it works, but that it gives marketers the tools to work smarter with precise targeting, controlled frequency, and performance-driven optimization.
Connected TV in the News
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More than half of Gen Z streamers use ad-supported options to help manage their monthly subscription expenses — suggesting that cost-saving tiers are a popular way to tackle fatigue.
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