Tag Archive for: TV Audience

In the run-up to the holidays, parents, grandparents, aunts, uncles — you name it — search high and low for the trendiest toys for the children in their lives. Guaranteeing your spot as #1 gift-giver (and therefore, family member) in the eyes of the children is definitely worth the hustle! Consumer spending on toys has increased significantly in the last year, with 2021 seeing a total spend of $38.19 billion on toys in the US alone. This marks a 14% increase from the previous year and comes despite overall reduced consumer spending as a result of the pandemic. (Oberlo, 2021)

According to ChildStats.gov, in 2022, nearly 48M members of the US population are 11 years of age or younger, signaling a considerable market for toy brands. Reaching and connecting with families through advertising, however, is not child’s play. When it comes to toys, marketing involves attracting the attention of both the child and parent/guardian because, ultimately, the decision to purchase is in the hands of the person pulling the purse strings.

For brands looking to connect with audiences through CTV advertising, here are three things to remember to ensure your brand is best-in-class.

    1. Who is your audience, really?: When it comes to finding prospective toy buyers across TV, learning about their viewing patterns and behavior is key. For toy buyers, genres like reality, daytime dramas, and football top the charts. In terms of networks, CBS Sports, Telemundo, and Estrella TV make up a large chunk of their viewing time. This reinforces that a good portion i.e. nearly 1 in 5 of the toy buyer audience is Hispanic. Reaching audiences through Hispanic content and creating specific campaigns tailored to this demographic could go a long way in forming a lasting bond with potential customers. Of the LG toy buyer audience, nearly half have a household income of $100,000 or more. This proves that this segment is affluent with a high propensity to purchase. Toy buyers skew female and connecting with these audiences through female-centered messaging could help boost awareness and conversion. Partnering with media companies like LG Ad Solutions can help you unearth insights about your audience, find target viewers across TV and engage with them meaningfully.
    2. Know Your Competitor’s Playbook: The toy market has a lot of players, and it can be hard to make your presence felt amidst the competition. Leveraging ACR technology to understand where your competitors place TV ads can give you an upper hand in conquesting them and taking back a share of voice. Nearly half of all toy brands advertise in Kids programming. This is in line with the fact that the toy buyer audience (more than general audiences) believes that their children have a significant impact on the brands they choose. Following the kids programming genre is Comedy, Travel & Adventure and Movies. Food for thought: Does your brand have a strong presence in these genres.
    3. Managing Reach & Frequency For Better ROI: As a marketer, are you worried that you are not reaching your target viewer or reaching the same viewer multiple times, without any real impact? More than half of the Toy buyer audience believes that streaming has replaced linear TV, with over two-third watching less than 7 hours of live traditional TV per week. Focusing solely on linear TV will result in a brand missing out on a large number of highly relevant streaming audiences. Additionally, with linear TV advertising, you cannot guarantee how often a viewer sees your ad. Too many times? Overexposure and ad fatigue. Too few times? No recall value. OEMs, like LG, have glass-level data and can capture what is being watched on the screen to ensure your audience firstly sees an ad and secondly, sees it an optimum number of times. For toy brands that advertise on linear TV, ads are seen by almost all heavy linear TV viewers but only 14% of light linear TV viewers. Additionally, heavy linear TV viewers are exposed to the ads ~3x more than medium or light linear TV viewers, leading to further inefficiencies.

Toy Category Linear TV Reach & Frequency


LG Ad Solutions audiences are valuable for toy brands, with one in three homes purchasing items in the toy category in 2021. Additionally, more than half of these buyers spend more than $200 on toys per year. Interested in partnering with us to place your brand in front of the right audiences in a place where they are likely to convert? Connect with us at sales@lgads.tv to enhance your campaign and move metrics.

Source: 2022 MRI/Simmons Spring Doublebase USA


When advertisers create campaigns, they must consider not only the placement of the advertisement, but also the creative and messaging strategy. To authentically speak to diverse audiences, it is crucial to have a clear understanding of what these audiences seek. Accurate representation, authentic messaging and a deeper connection to the community’s culture are essential to resonate with diverse audiences. 

To discuss inclusive marketing strategy, we held a webinar in the spirit of #BlackHistoryMonth, bringing together an esteemed panel of experts. These marketing leaders included Detavio Samuels, CEO of Revolt Media & TV; Natalie Gullatt, Founder & President of Black Marketers Association of America (BMAA); Amanda Joi-Moore, Multicultural and Commercial Brand Manager at Papa John’s International and LG Ad Solutions’ Sr. Leader of Product Marketing, Codee Fuquay. 

Here are the top 3 takeaways from the webinar:

  1. Accurate Representation In Media Is The Lowest Hanging Fruit: It is not enough to have people of color present in the content and the commercials. While it is important to see people in advertisements that one can relate with, brands must go beyond this. When diverse audiences make a conscious or subconscious decision to make a purchase, they want to be sure that the brand truly sees and understands them. The brand must think of them while creating products, commercials and copy. This deep understanding must ring true in every advertising campaign and is table stakes for successful multicultural marketing.                                                                                                                                                                      LG Ads Quote x                                                                                                                                                           vvv 
  2. Data Is Key: We are currently in an attention economy and an era of personalization. Your content has to be exciting enough to grab attention, while being personalized to keep your audience engaged. To optimize for both, advertisers must use data to understand what audiences are watching, what genres they tend to tune in to, which apps they use and more. Testing creatives, audiences, messaging, delivery method, time of day, and context is pivotal for listening to audience cues and understanding preferences. Creating influential consumer touchpoints is where Smart TV OEMs, like LG, come in. The ACR technology available on these TVs can capture on-the-glass data and understand on a 1:1 level what content the viewer watches and how to target them effectively.                                                                                                                                                                                LG Ads Quote x                      vvv 
  3. The spectrum of Blackness: While race brings people together, it is not the only defining characteristic. Response to messaging is largely based on several other factors including life stage, income level, gender and perspective. With tons of these micro-communities and different cross-sections of populations, generalization comes off as inauthentic. Advertisers must recognize the nuances within the Black culture and lifestyle, creating holistic consumer personas.                                                                                                                                                                                                            LG Ads Quote x

Ultimately, for Black Audiences to be represented equitably and accurately, more Black people need to have a seat at the table and be involved in decision-making. People from the Black community can help brands create genuinely authentic marketing materials and guide strategy. Recruiting diverse talent and bringing them into the conversation is the most effective way to bridge knowledge gaps and connect meaningfully with the African American audience.

To view the full webinar, fill in the form below:

With a multitude of TV viewing options available including linear TV, Subscription Video-On-Demand (SVOD), Advertising-based Video-On-Demand (AVOD), Free Ad-Supported Streaming TV (FASTs) and more, TV audiences are scattered across a plethora of apps, networks and services. How do advertisers find and reach their target audience across this fragmented landscape? App usage data is scarce, and moreover, just knowing which audience segments spend time on specific apps is not enough. Advertisers must not only place their ad in front of the relevant audience, but also ensure it occurs at the right time and place, and in the right context, where viewers are most likely to take notice. How can they achieve this level of precise targeting? Savvy marketers turn to automated content recognition (ACR).

The three biggest smart TV manufacturers, including LG, all collect their own ACR data in the U.S. – representing over 80M opted-in TV sets. ACR is a technology that provides second-by-second viewing data at massive scale. Since ACR provides “glass-level” insights – capturing all input sources, it can detect all TV viewing options and understand video games being played on the TV. It’s all done using methodologies that are consistent with federal and regional privacy regulations, with, in LG’s case, a double opt-in process by viewers.

How ACR Works

ACR min min

Changes in TV Viewing and Need for Precise Measurement

Historically, legacy measurement systems have used panels to model viewership behavior. Advertisers would use this data to determine where to find their target audiences across TV by analyzing what networks and platforms their target audience was most likely to spend time on. However, with today’s audiences watching programming across cable, broadcast, OTT and streaming, understanding viewership behavior is increasingly challenging, and as a ripple effect, so does reaching TV audiences with advertising. ACR data, measuring second-by-second viewing on every set enables measurement and targeting well beyond traditional systems.

Benefit To Advertisers 

Smart TV OEMs use ACR technology to identify what opted-in viewers are watching in an anonymized fashion, every time they turn on their TV. This data is invaluable to advertisers. Companies like LG Ad Solutions can create audience segments based on viewership behavior, informing advertisers exactly what kind of viewer their ads can be placed in front of. Advertisers can choose from this menu of audience targets or create their own. Maybe their target audience is someone who has been binge-watching horror movies? Or maybe a viewer who prefers Spanish-language shows? Whatever it might be, ACR technology can find these viewers. Transparency and one-to-one targeting provided by ACR technology makes it easy for advertisers to find, define, and re-define their audience segments –  improving campaign activation and ad measurement.

Some smart TV OEMs provide a three-fold advantage, empowering advertisers to develop data-backed strategies and get the most out of their TV buy. These three advantages involve access to:

  1. Ad inventory, including exclusive native units that grab the attention of the viewer from the get-go
  2. Owned and operated FAST channels with tons of content, providing access to granular audiences and large-scale premium video inventory
  3. ACR data for precise targeting and measurement to determine ROI

Partnering with smart TV OEMs allows advertisers to continually benefit from the latest advancements in TV technology, making the TV experience better not just for advertisers but also consumers.

Holistic View  of TV Audiences

Access to ACR data and consequently TV audience viewing behavior, paves the way for layering on third-party datasets including demographics, geo-location, and shopping behaviors.  Combining these types of data with ACR data provides us with a comprehensive viewer profile while ensuring viewer privacy. ACR not only allows companies like LG Ad Solutions to serve ads to the right audiences but also allows for measurement of ad campaign results, including video completion rates (VCR), conversions such as tune-in, app downloads, web traffic,  location behavior, and even purchase.

Advertisers can also better understand the incrementality of their ad campaign, including the incremental reach gained over linear TV, over other TV OEMs and digital platforms and competitors. They can continually keep track of which audience group, message and creative, strike the best balance for highest ROI.

With ACR technology making CTV campaigns completely trackable and measurable, TV advertising has become more and more like digital. As such, it only makes sense that the digital element of pay-per-performance is brought into the world of CTV. Guaranteeing outcomes and paying only for results that meet your target metrics, which seemed impossible in the past, is a reality for CTV advertising today. LG Ad Solutions recently broke new ground in the industry by offering a suite of guaranteed outcome options, delivering guarantees on demographics, reach/frequency, VCR, and custom conversions.

To find out more about how our ACR technology can help you reach your campaign goals and measure ROAS, contact us or reach out at info@lgads.tv 


Buying TV ads requires a tricky balancing act between creative, placement, audience and engagement. Connected TV advertising through partners like LG Ad Solutions, who can offer direct and exclusive access to both data and inventory, is a great way to address all of these needs. First-party CTV providers make TV much more like digital. Not only can advertisers find and target specific audiences they can’t find on linear, they can now also drive and measure actions such as clicks, website visits, foot traffic and more through CTV ads. To help your audiences notice your ad and take desired action, we’ve introduced a series of new ad types to enhance your campaigns and increase viewer engagement with your brand.

New Ad Units To Complement Your TV Strategy

Secondary Home Screen Ad Units – When you place your ad on the LG Homescreen with our large Hero unit, it is one of the first things a viewer sees when they switch on the TV. To provide back-up to this premium placement, we’ve introduced a new secondary unit that comes to the forefront when a user hovers over the content store button or is visible in the ‘Trending Now’ section (OS 6.0). Result? Two complementary creatives that go hand-in-hand to get the viewer to notice the advertiser and take action.


Connected QR ads – QR codes found their resurgence during the pandemic and now we are adding them to our TV ads. Appearing on-screen alongside your ad creative, audiences can scan the QR code using their mobile phone or tablet. They will then be redirected to your website, online shop, or app install page – whichever matters most to you. As consumers intentionally scan the QR codes, you will have access to powerful and granular insights on attributed scans and can directly tie campaigns to outcomes.

kb screen

Location Extension Ads – If you want to drive traffic to your store, these ads are the perfect choice. Through these ads, you can inform CTV audiences, in real-time, of the exact location details of your store nearest to each household. Our partnership with omnichannel personalization and consumer intelligence platform, Clinch, makes it super easy for you to influence consumer behavior and ultimately drive the consumer to make a trip to your store.

kb screen

Invest in Mental Breaks

As strong believers in the importance of mental health, we want our audiences to have an opportunity for mindfulness in this fast-paced world. Our Zen sponsored ads are designed to give the audience a little break during their viewing experience. Through these, brands can reach consumers in between programming and show your support for mindful moments.

Screen Shot at PM


If you’re interested in finding out how you can better engage your audiences across CTV, set up a call with us through our contact page or reach out at info@lgads.tv.

Brands can now pay only for media that hits campaign goals

When you advertise on TV, more often than not, you pay for spots upfront, hope your ads are placed in front of the right audiences, and that these audiences go on to take a desired action. However, what if, similar to digital, you only had to pay for campaigns that actually met your goals?

Traditionally, there have been two main ways to buy TV ads — buying upfront to secure the most sought-after TV spots at fixed rates or buying in the scatter market on an ad-hoc basis. What both these methods have in common is that you pay in full for your TV buy and hope your campaign delivers ROAS.

Our Guaranteed Outcomes Program resolves this very issue, by ensuring that you only pay for actual ad metrics hit and results achieved. Let’s take a deeper dive into how the CTV industry evolved and why the need for pay-per-performance arose.

CTV Turned TV into a Digital Advertising Medium

As technology has evolved and CTV has gained more share of the TV budget, advertisers can buy ads directly from a smart TV OEM instead of the content provider (app or network). ACR (automatic content recognition) technology available on smart TVs like LG has allowed advertisers to target audiences more accurately and tie ad campaigns to tangible outcomes. You can set a campaign goal and conveniently measure if that goal was met – be it clicks, store/website visits, tune-in or app installs. By understanding how the viewer has responded to your advertisement and what action they have taken thereafter, you can directly measure ROAS in terms of actual dollar value.

With this advancement, TV advertising has become every bit as digital as online advertising, with the same trackability and granular targeting capabilities.

Connecting the Dots Between Spend and Performance

When it comes to digital advertising, each campaign has clear-cut results and corresponding payment options. Looking to drive clicks? Pay-per-click. Trying to get viewers to visit your website? Pay-per-conversion. CTV is right there with digital on the clear-cut results, yet for the most part, those results are not guaranteed in the same way.

In response to this, we decided to bring digital pay-per-performance to CTV with our Guaranteed Outcomes Program.

LG Ad Solutions Guaranteed Outcomes Program

The Guaranteed Outcomes Program ensures that brands running their CTV video and native ads on LG smart TVs pay only when a specific campaign goal is met. These campaign goals include reach and frequency extension, demographic targeting, 100% video completion rates (VCR), and custom conversions (currently, conversion goals only include app installs, but we are expanding into more types of conversion metrics in the coming months). You don’t have to take our word for it – results will be verified by independent third-party measurement partners.

You can opt for the guaranteed outcomes program either programmatically or as a managed service. These ads can be placed across exclusive LG Native, CTV video on LG Channels and the LG content partner network. How you want to go about it is totally up to you. Pick your campaign goal, view the actual outcome, and pay only for the results that hit your campaign metrics.

To get the most out of your media budget and buy with guaranteed outcomes, reach out to our team members on our contact page or email us at info@lgads.tv.

For the full story, check out our media coverage in Adweek and MediaPost.

The 2022 Winter Olympics are just a few weeks away, and ad spending related to the event is expected to reach $600M. Despite the controversy surrounding the host country, the majority of US adults are not against US athletes participating in the games.

The Olympics audience is a key opportunity for advertisers to reach a mass audience in this era of declining ratings. Sixty-two percent of TV households tuned into the 2021 Summer Olympics via linear broadcast at least once, so it makes sense for brands to find ways to reach this audience. Aside from the geopolitical issues, other hurdles that brands looking to capitalize on the Olympics face include 1) the average Olympic viewer spends just 45 minutes of their total daily viewing time on Olympics broadcasts and 2) advertising in the Olympics is expensive and crowded.

“Over its two weeks, the Olympics create a cultural moment that brings Americans together like few other events. To capitalize on this moment, advertisers previously had two options: face high rates and tremendous frequency to advertise in the content, or buy mass reach content with their message hoping to resonate. With our ACR data targeting, brands can now reach Olympics viewers across their devices with a relevant message and share in the gold.” – Justin Fromm, Head of Research at LG Ad Solutions

With LG Ad Solutions’ power of addressable TV and exclusive ACR viewership data, here are three ways your brand can win big during the Olympics:

1. Reach Olympic viewers outside of Olympic content
Brands don’t have to advertise during the actual games to reach Olympic viewers. With LG Ad Solutions, brands can target Olympic fans based on event viewership (overall or specific sports). With LG Ad Solutions, brands can run targeted native ads during major games and continue to pinpoint fans after the games are over on TV and  all the devices they use.
2. Align your brand with other sports
From cycling to soccer, Olympics viewers are BIG fans of a variety of sports!  Of the top 10 programs watched by Olympics viewers, the top 6 across the broadcast networks and the top 5 programs across cable were all sporting events or sports news programming. Brands who love the Olympics should consider a broader sports targeting strategy. With LG Ad Solutions, brands can target sports genre premium AVOD programming, including channels from NCAA, MLB, and Fox Sports.

3. Stand out from the crowd
A quarter of all Olympics telecasts is advertising content, with just five categories accounting for more than 50% of that ad load: Electronics & Communication (16.3%), Automotive (11.6%), Online Services (9.7%), Food & Beverage (9.0%), and Restaurants (8.2%). With LG Ad Solutions, brands can target viewers with different messaging based on if they have or haven’t seen their competitor’s commercials.

LGAds olympics banner

Interested in learning more? Download our Olympic Viewership Report:

ChrisPaquetteToday we are thrilled to feature a guest post by DeepIntent CEO Chris Paquette, as we announce the beginning of a very exciting relationship in CTV advertising for healthcare marketers.

Connected TV (CTV) is having a moment in the sun, which means advertisers are right there in the shadows. As the COVID-19 pandemic kept millions of people home with nowhere to go but Netflix and Hulu, CTV ads naturally increased as well. CTV ad spend increased 48.6% over 2020, according to eMarketer.

As healthcare and pharmaceutical companies get more creative with their messaging and migrate more of their budgets toward CTV ads, I’m thrilled to announce DeepIntent’s partnership with LG Ad Solutions.

LG Ad Solutions has selected DeepIntent as its exclusive demand side platform (DSP) for healthcare and pharmaceutical ads in the U.S. This means that DeepIntent’s DSP is now the only way healthcare advertisers can access LG Ad Solutions’ CTV inventory to reach 20M+ households nationwide.

CTV Ad and the Quantum Leap

Each year, pharmaceutical drug companies spend more than $4.5 billion on linear TV ads, which represents approximately 75% of their ad budgets. Everyone who’s ever watched TV knows how irrelevant and poorly targeted those ads can be.

After surveying patients to better understand how they feel about pharmaceutical ads, DeepIntent learned that 51% find relevant ads more memorable. CTV ads represent an incredible opportunity for advertisers to connect with patients, delivering a more relevant, personalized experience. Like linear TV, CTV offers the longer-length video ad units that pharmaceutical advertisers need, but with more flexible campaign management; greater programmatic targeting; highly accurate, actionable measurement; and more.

The quantum leap we saw with targeting in digital is going to happen with CTV and we’re at the precipice.

DeepIntent is at the forefront of this evolution. Everything we do is with the unique needs of pharma advertisers in mind, from launching the first healthcare-specific CTV Marketplace last summer to partnering with LG Ad Solutions.

DeepIntent + LG Ad Solutions

LG’s proprietary automated content recognition data — data on which ads and what content are being shown on each screen — will be integrated within the DeepIntent Healthcare Marketing Platform. Along with exclusive, priority access to LG Ad Solutions’ highly coveted inventory, this will improve advertisers’ ability to reach healthcare provider (HCP) and patient cord-cutter audiences.

Our partnership gives LG Ad Solutions clients access to our expertise in programmatic CTV and state-of-the-art targeting, planning, activation, optimization, and measurement tools through the DeepIntent Healthcare Marketing Platform. This will help them improve campaign performance and scale as well as script performance and audience quality with DeepIntent Outcomes™.

The Diffusion Group estimates that within five years, the number of broadband-only homes will jump 42% to 54 million. As content consumption increasingly happens in digital formats, advertisers are excited to reach HCPs and patient audiences in a more relevant, personalized way, while optimizing and measuring campaign performance quicker and more accurately.

DeepIntent’s data and DSP, and LG Ad Solutions’ media and content are the winning combination for making that happen. For the first time on a programmatic platform, advertisers will be able to demonstrate the lift and incremental patient population reached right down to specific households, while also linking that to performance differentiated between linear TV and CTV campaigns.

Looking Ahead

I hear it from clients, I hear it from pharma brands directly: Everyone is planning to increase their CTV media. We’re giving them the ability to do so measurably with better addressability and targeting. My prediction is that pharma investments are going to supersede the industry-wide trends with even faster acceleration for share shift. I believe we’ll see pharma embrace CTV more wholeheartedly in part because of the tools and platforms we’ve created, and partnerships like that with LG Ad Solutions— the first of many.

As CEO, I find this partnership particularly exciting because it validates our CTV strategy and predictions. There’s a shift happening, and DeepIntent and LG Ad Solutions are working together to help our clients navigate it and harness the strengths of CTV ads, which are more relevant and drive better ROI while also helping deliver better patient outcomes.



Awards shows are often thought of as ‘rental audiences’ or audiences that are unlikely to regularly tune into award show networks. However, in 2020, 86% of the MTV VMA audience had tuned into MTV or MTV2 in the previous 30 days. When broadened to include all Viacom networks, that proportion grew to 98%.

LG Ads Viacom Network Logos
In fact, the VMA audience is much more likely to tune into Viacom networks than other TV audiences — The VMA audience is 160% more likely to watch MTV2, 100% more likely to watch LOGO, 90% more likely to watch BET Her, CMT, and MTV.

As with other event television on linear networks, the VMAs also drive future tune-in. 47% of new viewers (who had not watched MTV or MTV2 in 30 days prior to the VMAs) tuned in to one of the 2 networks in the 30 days following the awards show. The awards show also drove 13.5% new audiences to the event i.e. audiences who hadn’t watched the network on which the show aired in the previous 30 days, tuned into the network for the awards show.

Audience Insights from the 2020 VMAs:

Where else can MTV VMA audiences be found across the TV universe? We dug into the data and found that Games & Reality Shows, Movies and Comedy are the most watched TV genres by MTV VMA viewers. The graph below shows the total overlap percentage of the VMA audience with show genres.

LGAds MTV VMAs Genre Overlap

The 2020 VMA audience especially over-indexed for Ridiculousness (MTV – Music Television), NBA Basketball (TNT) and Law & Order: Special Victims Unit (USA Network), making these shows the most watched cable shows for the VMAs audience segment. MTV – Music Television, TNT, TBS, Paramount Network were the most watched cable networks by the MTV VMA audiences.

While award show audience numbers have fallen steeply, these shows add value to the networks they air on as they bring in new audiences who stay on the network much beyond the duration of the show.

Partner with us to learn more about award show audiences, where else they can be found across the TV and digital landscape, and more. To learn about viewing trends for award shows including the Academy Awards, Golden Globes and Grammys check out our report here.

For information on how to target audiences across linear TV, CTV & digital and optimize for reach and frequency, contact us at contact@lgads.tv.


The hilarious workplace comedy, Superstore had its season six finale on March 25th. Having been cancelled in December 2020, this was also the final episode of the series, leaving many fans wondering what their next binge-worthy sitcom would be. Despite the cancelation, the show’s following was mainly loyal to the end. The season six finale had a similar number of households tune in as compared to the season premiere, and had only  a 5% drop in tune-in from the season five finale.

Starring America Ferrera, Ben Feldman and Colton Dunn as employees of the fictional big box store Cloud 9 in Missouri, NBC decided to shutter its doors once America Ferrera turned in her Cloud 9 badge, and the show had reached the 100 episode mark without bringing in a large number of new viewers.

Did the end of the show bring NBC more viewers? Let’s find out!

ABC is first in line for tune-in

superstore finale sovThe one-hour long finale had a share of voice of only 3.98%, which was on the lower end compared to other networks. By comparison, ABC ranked highest with Station 19, followed by CBS with B Positive and Young Sheldon.


NBC pulled in a large chunk of viewers pre-finale

superstore finale

Nearly 60% of the viewers were watching local programming on NBC before the 8 pm (ET) start of the show and almost one-third of the audience stayed on for the airing of Law & Order: Special Victims Unit.

What’s next for NBC?

NBC is all set to transform ‘Superstore’ into a Spanish-language comedy show. This is the first time that NBCUniversal Formats has adapted one of its shows in Spanish and tailored it towards a Latin American and Hispanic audience (Read more here). Here’s hoping it lands well and gets a ton of new viewers!