Tag Archive for: Viewership Trends

May the 4th Be With You: Viewership Insights across the Prequel, Original, and Sequel Trilogies

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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!”

Three Tips for Toy Brands Looking to Make an Impact Through CTV

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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

 

Upping The Ad Game — Interactive & Dynamic Ad Units

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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.

 

TV Trends — Ready Your Stance, Take Your Shot: Tennis & Golf

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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)

 

 

TV Trends — Hit a Home Run with MLB Audiences

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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

TV Trends — Create A Slam Dunk Strategy To Reach NBA Audiences

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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

FASTs Are The Next Big Thing For TV Viewers

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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.


TV Trends — First Down: Football

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Football is one of the first sports to signal the onset of fall. When we think about football, there are two distinct kinds. Both are similar and, simultaneously, different, particularly in terms of audience viewership and advertising trends. Yes, we are talking about the NFL and College Football.

We analyzed our ACR viewership data from the Fall 2021 Football regular season and found that 72% of LG Ad Solutions households watch the NFL, while 48% of households watch College Football. Additionally, almost all College Football viewers also watch the NFL, but only about half of NFL viewers watch College Football. Therefore, while you can reach most College Football viewers by advertising during NFL games, you cannot expect the same the other way around. As the LG Ad Solutions slogan goes, ‘Buy the audience, not the assumption’…

When looking at who these Football viewers are, we found that a large portion of NFL and College Football audiences within LG Ad Solutions households skew older and more affluent. This makes NFL and College Football viewers a great audience target for brands catering to high-income and high-purchasing power households.
LGAds nfl banner

Which brands double down during Football season?

Life & Entertainment and Government & Nonprofits are top advertiser categories for the NFL, while Food & Beverage and Electronics & Communication are the main categories to advertise during College Football. Insurance (Auto, Health, Life & Supplementary) and Vehicles & Parts are top categories for both.

LGAds football

•(excluding NFL and NFL Network)

Create Your Own End Zone

Advertising in football games can get very expensive, very quickly. To avoid paying these high fees, you can create your own end zone within the advertising world to score big at lower cost. Marketers can find the same football audiences across other genres, shows and networks. Using our ACR data, we can analyze behavioral signals from TV viewers across LG Ad Solutions households, understand where relevant audiences are present and ensure they see your ad. Additionally, ACR technology helps you find out which brands advertise on TV and where, giving you vital information to steal share of voice from your competition.

This is just the tip of the iceberg to targeting with LG Ad Solutions. When brands combine our granular audience data with our unique, interactive ad units, they come face-to-face (or face-to-screen) with engaged viewers and measurable business outcomes. 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

 

TV Trends — Efficiently Identifying and Reaching Sports Fans

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This is the first of a five-part series highlighting how brands can understand Fall Sports viewership behavior and strategically invest in TV to reach relevant audiences

Sports fans on TV can be found across multiple platforms — streaming apps, cable TV, satellite TV, etc. When it comes to the content they consume, there is significant overlap between viewers of certain sports. This means that instead of paying exorbitant prices to reach viewers of a specific sport during tentpole events, you can reach them through other sports and related programming they watch on TV in a cost-efficient manner.

At LG Ad Solutions, we have a popular saying — buy the audience, not the assumption. When it comes to sports especially, it’s sometimes easy to paint all sports audiences with the same brush. For example, one might assume that if a TV viewer stays glued to the screen during every NCAA game, they will also be an avid NBA fan. However, our data reveals that this is not the case.

Live sports attract some of the largest TV audiences in the United States, with millions of viewers tuning in to watch the action in real-time. In 2021, approximately 57.5M US viewers watched digital live sports content at least once per month, a figure that is projected to rise to over 90M by 2025. (Source: Statista)

Major Professional Sports TV Viewers — Trends & Overlap

The NFL is by far the most-watched professional sport on TV in the US. A whopping 90% of major sports audiences (households that watched at least one of four sports — NFL, MLB, NBA or NHL) on LG TVs watch the NFL, while only 45% watch the MLB. NBA fans come in at 27% and NHL fans at 16%.

Of those who watch the NFL, 56% also watch the other sports. Most notably 43% can be found watching the MLB. This means that brands looking to target NFL viewers are not limited to ad spots during NFL games or NFL programming – which can be expensive and highly competitive. The same goes for NBA, MLB and NHL audiences.

LGAds NFL viewer

Note: Data collected using Unique TV ids for NFL, NHL, NBA and MLB with a 2-minute watch-time eligibility filter. 

Here’s the Kicker

To take the data one step further, we carried out an analysis to understand for how long audiences watch their sport of choice. This data indicated that NFL audiences stay on to watch NFL games for much longer than viewers of other sports. In fact, we found that within a given quarter hour, NFL audiences increased in number while audiences of all other sports in our analysis dwindled.

This analysis reiterates the fact that following the data can lead you down the yellow-brick road to accurate targeting, efficiency and ad dollars saved. Access to ACR data can help you better understand your audience and find them, regardless of where they are present across the TV landscape.

If you’re interested in learning more about how we captured this data, check out our blog on ACR technology. To find out how you can partner with us to access actionable data to fuel your media strategy, get in touch by contacting us here.

 

Final Four Take the Floor

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The second-to-last round of the NCAA Men’s Basketball Tournament took place over the weekend. The Baylor Bears and Gonzaga Bulldogs came in hot and won their respective games, placing them head-to-head in the championship game.

Let’s check if the tune-in for the games were as strong as both teams’ winning strategy.

Baylor Bears win the game and the tune-in battle

final-four-share-of-voice-by-network-game-1 Gonzaga Bulldogs take the lead for CBS

final-four-share-of-voice-by-network-game-2

Both games resulted in the highest share of voice for CBS at 7.40% and 10.85% for the Houston vs Baylor and UCLA vs Gonzaga games respectively. Gonzaga games have been highly watched and their Final Four game was very close, resulting in a higher share of voice. The winning 3-point shot was hit just as the buzzer to end the game went off. CBS has been leading the share of active viewership when telecasting March Madness games.

CBS held on to viewers for the first and second game

final-four-audience-flow-game-1 final-four-audience-flow-game-2

Nearly 30% of viewers who watched the first game, stayed tuned in to CBS for the second game. At the end of the second game, CBS retained 28% of viewers.

Insurance companies dominate the Final Four ad market

top-brands-by-eq-units

2019 has a higher tune-in than 2020 for most games

march madness tune in by event

One of the first hybrid (in-person) sporting events for 2021, after a year of no live sports, the First Four games of March Madness 2021, saw a higher tune-in than 2019. However, for the remaining games, 2019 continued to be in the top spot.