Tag Archive for: tv trends

With Asian American buying power projected to reach $1.6 trillion by 2024, it is evident that this consumer group wields substantial economic influence and presents a tremendous market opportunity. (Asian American Retail Report) Moreover, the projected growth of the U.S. Asian population, estimated to reach 46 million by 2060, reinforces the long-term significance of engaging with this demographic. (Pew Research)

According to MyCode, 26% of Asian American and Pacific Islander (AAPI) adults express a strong affinity for culturally relevant creatives, especially those that reflect their own race/ethnicity. This highlights the significance of incorporating authentic cultural elements in advertisements to resonate with AAPI consumers.

In celebration of AAPI Heritage Month, we held a webinar showcasing notable industry leaders – Philip Tseng, VP of Strategy at Spark Foundry; Alicia Chai, Senior Product Marketing Manager at Amazon, Jannet Kim, SVP, Account Services at Zefr and LG Ad Solutions’ Head of Product Marketing & Strategy, Esther Maguire.

In case you missed the webinar, watch it on-demand by signing up below or check out the top three takeaways here:

  1. One size doesn’t fit all: The AAPI community encompasses diverse subcultures, experiences and traditions, emphasizing the fact that it is not monolithic, but rather a tapestry of unique identities. Acculturation levels, too, influenced by generational heritage and family background, significantly vary within this community. For brands, comprehending these levels of acculturation is crucial for predicting consumer behavior. The AAPI community is incredibly nuanced, so brands must approach their activations, targeting, and messaging with intentionality. On the other hand, it is also important to acknowledge that there are certain common threads, such as immigration stories and language/code-switching, that unify all AAPI groups. There is a fine line for brands to walk between the uniqueness of each person’s experience and the shared experiences of the community as a whole. LG Ads Quote Philip Tseng
  2. Breaking barriers and going beyond ethnicity: It is important to note that Asian culture has gained popularity beyond Asian American audiences. Content tailored to this community, such as K-Pop, K-Dramas, and Asian cuisine-related content, is appreciated by people from various ethnic and racial backgrounds. With the world becoming more interconnected and technology enabling better access to diverse cultures, ethnic targeting alone is not the sole determining factor. By neglecting to advertise to non-Asian communities who are interested in Asian culture and content, there is a missed opportunity to engage a significant portion of an invested audience. Ultimately, if we target based on interest vs. identity, not only is an advertiser spreading awareness of AAPI cultural experiences beyond AAPI groups and helping educate via inclusive targeting, but they are contributing to the idea that we live in a cultural melting pot.LG Ads Quote Jannet Kim
  3. Say no to tokenism: It is crucial to distinguish between genuinely incorporating Asian representation as a fundamental element in storytelling and the superficial inclusion of Asian Americans solely to appear diverse and inclusive. Modern viewers are discerning and will readily call out brands for inauthentic attempts to gain favor. While understanding the Asian American audience is vital for creating targeted content and advertising, not every product necessitates an Asian influence. Placing excessive emphasis on cultural nuances can seem insincere and result in negative consequences. Although achieving the right balance can be challenging, brands should not let the pressure of getting it right hinder their efforts toward broader inclusivity.

LG Ads Quote Alicia ChaiMulti-generational households play a significant role in Asian life, influencing their viewership behavior. Traditionally, older generations turned to cable TV to watch their favorite Asian language shows. However, the rise of Asian-language and Asian-centered streaming content has prompted even older generations to become more tech-savvy, eager to access content that resonates with them.

By demonstrating an understanding of the unique experiences and values of the AAPI community, advertisers can create more compelling and impactful campaigns. Leveraging culturally relevant creatives not only fosters a sense of connection and relatability but also acknowledges and celebrates the diversity within the AAPI community. In this way, brands can forge stronger bonds with AAPI consumers and drive meaningful engagement with their advertising efforts.

If you’re interested in discovering more about authentically representing and engaging with the Asian American audience, feel free to reach out to us at info@lgads.tv or visit our contact page.

 


Happy Star Wars Day!

The last couple of months have produced tons of new content for Star Wars fans, including:

  • Obi-Wan Kenobi, a mini-series set between the prequel and original movie
  • The grittier Andor, which explored the events leading up to Rogue One: A Star Wars Story
  • Season 3 of the Mandalorian and the continued journey of “Mando and the kid”

Given LG Ad Solutions’ unique position to understand what content hits LG television screens via our Automatic Content Recognition (ACR), this May 4th, we will attempt to answer one of the most debated topics among Star Wars fans… What is the best trilogy across the prequels (Phantom Menace, Attack of the Clones, and Revenge of the Sith) originals (A New Hope, The Empire Strikes Back, and Return of the Jedi), and sequels (The Force Awakens, The Last Jedi, the Rise of Skywalker)?

Well, maybe we don’t want to start with such a controversial topic. But, we can get a glimpse into which Star Wars films were watched on LG TVs in 2022 and the viewership overlap between them.

LG StarWar overlap

Rather than looking at individual movies, we explored if a household watched at least one movie in the three (prequel, original or sequel) trilogies and created a triple venn-diagram to explore the overlap. Perhaps anticlimactically, the most popular trilogy was all three, as 37% of all Star Wars-watching households watched one movie from each trilogy. However, if households skipped one of the trilogies, it tended to be the prequels (sorry Jar-Jar Binks).

Interested in learning more about how Automatic Content Recognition can help you better understand what content your audience is consuming for better targeting? Connect with us at sales@lgads.tv to learn how ACR can enhance your campaign.

Happy Star Wars Day and “May the Force be with You!”

Globally, women control $31.5 trillion in consumer spending, of which $10 trillion in the U.S. alone. Additionally, women worldwide drive nearly 90% of consumer goods purchases due to their high purchasing power and authority over buying decisions (IRI, SeeHer, GEM Lift Study 2021).  When a brand does create campaigns specific to women, there is sometimes a lack of a nuanced understanding of her needs. This can lead to tokenism and unrealistic depictions of women, which alienates not just female, but also male audiences from the brand.

This disparity hits deeper for multicultural audiences. AARP, in a recent survey, found that only 34% of respondents believed that black women are portrayed positively by the ad industry. These numbers fell even lower for Latina women (27%) and Asian women (25%). Older women also felt similarly, with 20% only agreeing that older women are positively portrayed in ads.

Last month, we celebrated Women’s History Month with a brilliant panel of female powerhouses, Shari Hawkins, Associate Director, Digital Investment – Adidas at EssenceMediacom; Christine Guilfoyle, President at SeeHer; Louisa Kinoshi, Director of Growth Product Marketing at Bumble; Tiana Conley, Vice President of Global Portfolio Strategy at Mars; and LG Ad Solutions’ Head of Strategic Sales, Katie Barrett. The webinar discussed the importance of speaking to women directly, both from a representation and business perspective and the difference in expectations between different consumer generations. The panel also looked back on the work done to open doors for female professionals while contemplating what is yet to be accomplished.

In case you missed it, here are the top headlines from the webinar:

1.The FOMO is real: The female consumer demonstrates a massive opportunity for brands. The mantra necessary for brands to create impactful, influential campaigns targeted towards women? If you can see her, then you can be her. If a woman truly sees herself in the content or advertising, it will resonate with her and garner her loyalty. Therefore, accurate representation is a prime factor in cementing a strong relationship between brand and consumer. To get there, the first step is to understand that all women are not the same. Brands that talk to the female audience directly and allow her to see herself – whether in terms of age, body type, ability, life stage, or sexual orientation – are likely to deliver a positive impact. With this kind of clear consumer understanding and authentic portrayal of real women, the $$ are sure to follow.

LG Ads Quote Christine Guilfoyle

2.Generations are the titans of culture: Gen Z demands that any brand, as an inherent baseline, be inclusive and genuine. They want to know what a brand stands for and will do the research to ensure that a brand, through its actions, makes good on what it says. They can see through brands that capitalize on special days or months without a year-round commitment to make a difference or deliberate attempt to connect with a diverse group. This small but mighty digital native generation is not afraid to share their feedback with brands, not just in words, but also in the zipping up of their wallets. As this group ages, their purchasing power will only increase. It is critical to listen to them and build marketing strategies that ‘pass the vibe check.’                                                                                                                                                                                                                                         LG Ads Quote Tiana Conley

3. Do what you say, say what you do: For brands that believe they are strong proponents of diversity and inclusion, simply showcasing minority women in the creative does not cut it. It is equally, if not more valuable, to have women from different backgrounds and ethnicities behind the scenes – having intimate discussions to truly understand and then take a call on who is depicted on screen and in what manner. Having a monochromatic set of people drive decisions leads to a lack of authenticity and inherent tokenism. It is imperative to ask the hard questions, dig deep, sharpen your pencil on nuances and uncover insights. Just as important is ensuring diverse creators and marketers feel safe to voice their opinion within an organization.                                                                                                                                                                                                                                                                                     LG Ads Quote Shari Hawkins

4. Celebrate the wins but look to the future: We are seeing more women at the top – as executives, founders, and leaders – balancing both career and family with equal parts perseverance and success. While this is definitely reason to celebrate, it is essential to hone in on spaces where the playing field is not level and, in fact, the odds are stacked against women. For example, in the media: according to the ANA, in 2021, 25% of all ads featured men only, while just 5% featured women only. Last year, men were portrayed in professional roles 73% more often, and in leadership roles 30% more often than women as compared to the previous year. Women were seen 46% more often in domestic roles, furthering gender stereotypes (CreativeX). This media depiction reflects on how people perceive women and can undo the hard work done by women to prove that they are highly intelligent and capable.                                                                                                                                                                                                                                                                                    LG Ads Quote louisa kinoshi

Women are more than one thing at the same time. They are moms, daughters, professionals, breadwinners, and more. Media companies and brands can lean in further, push boundaries, and utilize tools in front of and behind the camera to represent the woman consumer as the intersectional, multilayered person she is. The world is often reflected in media, but media can also directly impact how the world works. This means that media and brands shoulder a significant responsibility in illustrating women both as they are and how they want to be perceived.

To learn more about how to authentically represent and consciously engage with the female audience, email us at info@lgads.tv or our contact page.

Examples of brilliant campaigns worked on by our amazing panelists:

Watch the full webinar on-demand:

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

toys

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

 

What is your eye first drawn towards when you turn on the TV? For advertising to make a splash and the brand to stay embedded in the viewer’s mind, placement is of utmost importance. You can have the best imagery and the wittiest copy, but if the ad is hidden from view, it will be easily missed. At LG Ad Solutions, we recognize that one way for ads to be attention-grabbing, is through placement at consumer points of interaction with the TV. We’ve rolled out a series of new Native Ad units to ensure your brand is highly visible and consumers can interact with your brand at the point of exposure.

Show & Tell / Let’s Take A Quick Tour

Here is a quick look at some of our new ad units:

  • Halo Ads – An expandable unit that appears when a user hovers over the home launcher banner ad, this unit is eye-catching and perfect for a clickable CTA that will take the user directly to an app, website, video, or image.

  • Carousel Banner & Video Ads – This is the most hard-to-miss ad unit, taking up the entire top half of the screen. Built with up to 5 cards remaining on the screen for 5 seconds each, ads will appear in one of the slots at random. Brands can take over the unit by investing in a roadblock. Currently only available for media and entertainment industry brands, this is a sure-shot way to get the attention of your viewers! This carousel ad unit can be either a banner, video, or video with a companion banner.

  • Weather Triggered Ads – Hot coffee on a cold winter day? Allergy medication during pollen season? Relevant advertising works wonders for both consumer and brand. You can now use weather cues to add relevancy to your advertising. By deploying Weather Triggered Ads, in partnership with Clinch, brands can align campaign strategy based on weather and ultimately drive the consumer to act.kb screen

At LG Ad Solutions, we are continually exploring new ways to engage audiences and encourage conversion. To learn more about these ad units and how you can use them to boost your creative strategy, contact us at info@lgads.tv or on our contact page.

 

Golf and Tennis are two of the few sports considered individual, all-season sports. Both require a good swing to put the ball in motion. However, these are not the only similarities the two sports share. To dive deeper into this, we looked into what Tennis and Golf have in common in terms of TV audience viewership and advertiser trends.

We found that 1 in 4 of all LG Ad Solutions audiences watch Golf, while 1 in 5 view Tennis. Furthermore, over 80% of Tennis viewers also watch Golf, while only about half of all Golf fans watch Tennis. Brands looking to reach these audiences must be mindful of how these sports compliment and mirror each other.

Making Contact With The Audience

In terms of demographic make-up, Tennis and Golf saw similar scores. On average, 61% of audiences for both these sports have an annual income of $75,000 or more and over 70% are homeowners. This indicates Tennis and Golf fans have a higher disposable income and more buying power.

There were, however, a few differences between Golf and Tennis audiences, as highlighted below.

LGAds tennis golf

Eyes on the Ball

Top brands to ace the advertiser wars for PGA Golf and Tennis are as follows:

LGAds tennis golf

Electronics & Communication was a top category for Tennis, while Sporting Goods was a top category for PGA Golf. Vehicles & Parts, Lifestyle & Entertainment and Financial Services categories topped the chart for both sports.

Teeing up the Insights

Audiences for both sports display similar results when it comes to how they watch TV. Sports, News and Games & Reality are top genres watched by both Tennis and PGA Golf fans.
More than half of both Tennis and Golf fans watch less than 7 hours of traditional TV per week and agree that they prefer watching free ad-supported video content. This makes AVOD and FAST platforms the ideal location for brands to reach these audiences. The fact that they prefer ad-supported content means that they are likely to be more receptive to and interested in tailored advertising.

LGAds tennis golf venn

These audiences can be best reached through a combination of linear and CTV to maximize impact while optimizing for frequency and spend.

Swing to Score

The high cost of in-event advertising and cluttered ad environments can deplete budgets and lower return on ad spend. With ACR data, OEMs like LG can find Tennis and Golf audiences in other programming based on their viewership patterns. We can target these same audiences on streaming TV, FAST channels and Native Ads as well as cross-device on mobile, tablet and desktop. This allows marketers to reach audiences where they are likely to convert and steal a share of voice from competitors.

Grand Slam or Hole-In-One? Either Way, we have your Back

Whether you’re trying to connect with Tennis fans or Golf viewers, the crux of every campaign lies in having access to data. At LG Ad Solutions, our ACR data gives us access to 30M+ US and 130M+ global addressable smart TVs. This data, coupled with campaign data from the thousands of campaigns we’ve run, allows us to reach the right audiences at the right time, and improve conversion. Partner with us to make the most of your media budget. For more information, get in touch at info@lgads.tv or on our contact page .

Note: All analyses carried out are based on national ad airings only

For PGA Golf, games considered include PGA Tour Golf, Women’s Golf, LPGA Tour Golf, PGA Tour Champions Golf & 2020 Ryder Cup games from September 16- Dec 31, 2021

For Tennis, matches considered include 2021 Wimbledon Championships, 2021 U.S. Open Tennis, 2022 Australian Open Tennis and 2022 Roland-Garros Tennis (French Open)

 

 

Major League Baseball (MLB) is in full swing as we cross the halfway mark of the 2022 regular season and move steadily towards October. What can we expect from this year’s playoffs in terms of audience viewership and advertiser trends? We looked at data from the 2021 playoffs to set the stage.

In 2021, 52% of LG TV users watched the MLB. The 2021 playoffs, specifically, saw a slightly higher viewership within LG Ad Solutions households compared to the 2020 playoff season. As watching the games on TV becomes more accessible as a result of streaming, viewership is only expected to grow.

Take Me Out to the Ballgame

Who is really watching the MLB games? Let’s dig into the numbers. A large chunk of MLB audiences are female. Brands often think that the typical sports viewer is male. However, the data proves that the ‘women don’t watch sports’ stereotype is just that — a stereotype.

MLB games strike a chord with almost all age groups. They have the highest resonance with ages 45+ and the lowest resonance with the younger demographic (ages 18-24). These audiences also have a higher purchasing power; nearly two-thirds of MLB playoff audiences have an annual household income of $75,000 or more. In terms of ethnicity, one in five MLB viewers are Hispanic. Brands can take marketing to the next level by creating specific campaigns that speak to this diverse audience in a meaningful way. States that saw high MLB playoff viewership included Alabama, Georgia and North Carolina.

LGAds MLB banner

MLB Audiences watch a mix of linear and streaming TV. Nearly one-third of MLB audiences watch TV content only through streaming, while more than half use both linear and streaming options. 61% of MLB fans using LG TVs say that they watch less than 7 hours of live traditional TV per week. The shift towards streaming is real and brands must use a combination of linear and CTV to capture audience attention. 79% of MLB audiences enjoy watching content on ad-supported TV apps with 62% agreeing that they prefer streaming free video content with ads instead of paying for a subscription. In fact, nearly half the MLB fans believe that the commercials they see on streaming services are relevant to them.

LGAds MLB banner

At LG Ad Solutions, our ACR technology helps us understand audience viewing preferences and target them wherever they are across TV. Especially for viewers that watch both linear and streaming TV, we can pinpoint audiences not reached or reached at an insufficient frequency on linear TV and connect with them through CTV.

Brand Batting Order

The top ranking brands by number of ads aired during MLB playoffs (excluding the MLB itself) include GEICO, T-Mobile & CopperFit. Electronics & Communication, Restaurants and Life & Entertainment are the top categories to advertise during the MLB playoffs.

Make Your Pitch

Ultimately, if you’re looking to pitch your brand to audiences interested in MLB, you don’t have to limit yourself to baseball games. MLB fans are spread out across TV. In fact 57% of MLB fans like to stream live sports. Our ACR data can help you find where these audiences are and place your brand commercials across their screens when they are most likely to convert. Interested in learning more? Reach out at info@lgads.tv or on our contact page to partner with us.

Note: All analyses carried out are based on national ad airings only

This year’s NBA playoffs ended just a few short weeks ago with the Golden State Warriors taking home the Championship trophy. While everyone now awaits the next season this October, we pulled together some data to better understand the trends around how TV audiences watch sports content, specifically NBA regular season games.

The top networks for viewers to watch NBA regular season games include NBA TV, ABC, ESPN and TNT. NBA TV televised the most games during the 2021-2022 regular season. However, the other networks (ESPN, ABC and TNT) outperform it in terms of viewership.

LGAds NBA

NBA Power Rankings

Well-known for their top players, impressive gameplays and heated rivalry, the Golden State Warriors and the LA Lakers are right on top in the rankings for ‘Top Teams’. Games featuring either of these teams or both see high audience viewership, attracting brands and subsequently, a high price tag.

LGAds NBA

It’s A Slam Dunk For These Brands

State Farm, Google, Taco Bell, GEICO and T-Mobile win the position of top scorers for NBA ad slots during the regular season. However, the results are slightly different when we drill down to the leading advertising brands per network. One commonality is that most networks (TNT, ESPN and ABC), except NBA TV, have at least one insurance brand in their list of top 5 brands advertising during regular season NBA.

Drawing A Picture of Your Typical NBA Viewer

The NBA fan base consists of two major age groups — 25-34 and 60+. For brands looking to reach young adult audiences, families with young children, or older adults/retirees, NBA audiences are a safe bet. However, these audiences can also be found more inexpensively across other shows and networks. Apart from sports, top genres for NBA viewers include Games & Reality Shows, News and Movies. 17% of NBA audiences in LG Ad Solutions households are Hispanic, while 23% identify as African-American. Brands that engage with these diverse audiences and create campaigns that resonate with them will go a long way. The audience skews male with 66% of NBA fans falling in this gender bucket. NBA audiences are affluent with nearly two-third earning an annual income of over $75,000.

The 2022 NCAA Men’s Basketball Tournament was the top TV programming watched by NBA audiences. This is surprising because our previous research indicates that 40% of March Madness viewers did not tune in to an NBA game in the three months preceding the tournament. This suggests that NBA viewers watch multiple basketball formats, both professional and non-professional, while NCAA viewers are hardcore March Madness fans.

Almost half of NBA regular season viewers see streaming as an addition to linear TV. Two-thirds agree that they typically watch less than seven hours of live traditional TV a week.

LGAds NBA

Over 80% of NBA regular season audiences use ad-supported TV apps while nearly two-thirds prefer streaming free video content with ads. NBA viewers believe ads placed in streaming content are more relevant (49%) and memorable (45%).This means that brands advertising on such channels or apps are likely to be placed in front of highly receptive and engaged viewers.

Multiply Your Fan Following

As a brand, the main aim is to win over audiences and create loyal customers. Making assumptions about who these audiences are and where their interests lie might result in an “air ball” or missed opportunity. Using LG Ad Solutions’ ACR data to target customers will improve ad relevance and, ultimately, conversions. Our premium CTV and native ad inventory across 30M+ US and 130M+ global addressable smart TVs can help you connect with audiences where they are most likely to take notice. To learn more, contact us at info@lgads.tv or on our contact page.

Note: All analyses carried out are based on national ad airings only

With new streaming services cropping up almost every week accompanied with varying levels of subscription fees, consumers are feeling the drain on their bank accounts. The solution? Free ad-supported streaming TV channels (FASTs). FASTs have changed the game by providing consumers with engaging, premium content at zero cost. Consumer attitudes towards FASTs are positive, paving the way for brands to reach their target audience efficiently.

We conducted a qualitative and quantitative research study earlier this year, examining the attitudes of consumers in CTV households towards FASTs, including LG’s own offering, LG Channels, among various other types of platforms and services. Our research shows how FASTs have increased in popularity over the last few years, with 80% of smart TV owners being aware of FAST Channels and more than half using them to discover and watch content.

Here are a few takeaways from the study:

FAST Channels Are Seen As A Replacement For Cable / Satellite TV

Nearly two-thirds of CTV users agree they’re less likely to subscribe to cable or satellite TV because of the easy accessibility and wide prevalence of FAST channels. Over 70% of those who have never had a cable / satellite subscription or who have canceled their cable / satellite subscription agree that they are less likely to subscribe to cable/satellite TV. Even a majority of current cable / satellite subscribers agree that they are likely to cut the cord in direct connection with the growth of FAST channels.

LGAds FAST banner

FAST Channels Provide An Alternative To More Subscriptions

With the proliferation of subscription streaming options, smart TV owners view FAST Channels as an alternative to paying for a subscription. Over 80% of smart TV (including LG) owners prefer watching shows for free through FAST channels versus paying for more subscriptions.

LGAds FAST banner

FAST Channels Viewers Are More Receptive To Ads

Nearly two-thirds of FAST Channels viewers have medium to high ad receptivity. This means that brands that place their ads on FAST channels are more likely to have higher audience engagement. In addition, ad receptivity on FASTs is higher than on cable or satellite networks.

LGAds FAST banner

LG Smart TV Users Have The Highest Awareness Of FAST Channels

Nine in ten LG TV users are aware of FAST Channels on their LG smart TV, which is significantly higher than other brands. Nearly half the LG smart TV users regularly use LG Channels. LG Channels offer opportunities for brands to connect with audiences through CTV video ads. Like the linear TV experience, viewers see ads during regular breaks in programming.

LGAds FAST banner

With piling subscription costs, FASTs are the next big thing for TV viewers. FAST Viewers are expecting to see ads and are more likely to pay attention to them. This makes FASTs an ideal platform for brands looking to enhance awareness or improve conversion. In our report below, we outline further details about FAST audiences including demographics and the kind of ads that resonate most with this group. To learn more, download the full report below or contact us here.