CTV Report
Viewers Spend $290 a Year on Products They See While Watching TV
by Frankie Karrer2 min read
Abstract
- On average, U.S. consumers spend nearly $300 annually on products they discovered while watching TV — revealing the growing link between content and commerce on the big screen.
- Shoppable TV works: brands leveraging NBCU’s shoppable activations saw a 171% rise in positive brand perception and a 60% year-over-year increase in purchase activity.
- Industry-wide, QR code usage still sits at around one-tenth of one percent, pointing to the need for more intuitive, native shopping solutions.
Shoppable ads are getting a prime spot in the Connected TV lineup — and platforms are moving fast to keep up. With U.S. consumers now spending an average of $290 a year on products they discover while watching TV, CTV is no longer just for watching. It’s for buying, too. And while features like QR codes still see modest engagement (around a 0.1% scan rate), platforms are exploring more seamless, intuitive ways to shop directly from the screen.
NBCU and Roku are two of the platforms at the forefront of this shift. NBCU’s in-house activations saw a 3.8x lift in engagement and a 1.7x boost in brand favorability from late 2023 through the end of 2024. Their commerce-driven campaigns also delivered 60% year-over-year growth in purchases. Roku is building similar momentum, partnering with Shopify to bring shoppable formats to live programming and FAST channels. For advertisers, the message is clear: CTV isn’t just a performance channel anymore — it’s an action channel. And shoppable ads are just another example of how CTV turns high-impact creative into measurable results.
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