Television Is the No. 1 Place Consumers Notice Advertising
by Frankie Karrer
Abstract
- Connected TV claims 4 hours and 23 minutes of daily digital media time, more than any other category and well ahead of every other screen.
- Television ranks as the top place consumers say they notice advertising, at 50% — ahead of social media (47%), YouTube (45%), and streaming services (40%).
- Ads that tap shared cultural moments grab attention for 62% of consumers, with 64% saying it helps them build a deeper connection with the brand.
- 80% of consumers say a bad ad is worse than no ad at all, and 51% say a bad ad reflects worse on the brand than on the platform that served it.
When it comes to capturing consumer attention, big-screen ads are still the ones to beat. New research from Omnicom finds 50% of consumers notice ads on television, more than social media, YouTube, or any other channel. Connected TV also leads every category in daily media time, claiming 4 hours and 23 minutes a day. The catch is that attention pays off best when the creative fits. 78% of consumers say they feel connected to an ad that shows up at the right moment, matching the content, the platform, and their mindset.
So how do brands earn that connection? It starts with getting the creative right, and the stakes are high: 80% of consumers say a bad ad is worse than no ad at all. Luckily, there’s a clear path to great creative. The report found that sequential storytelling moves 40% of viewers to buy, shared cultural moments deepen brand connection for 64%, and smart frequency builds familiarity rather than wearing audiences down. Connected TV is built to deliver on all three, pairing premium reach with the precision to serve the right creative at the right moment.
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