Reports

Stadium to Screen (2025 | US Edition)

Stadium to Screen: Streaming Live Sports in 2025 Sports are, without question, a major part of our lives, and the ways in which we watch live sports are growing across a number of digital sources. Stadium to Screen: Streaming Live Sports in…

Stadium to Screen (2025 | UK Edition)

Reports, Sports

Stadium to Screen: Streaming Live Sports in 2025 Sports are, without question, a major part of our lives, and the ways in which we watch live sports are growing across a number of digital sources. Stadium to Screen: Streaming Live Sports in…

Stadium to Screen (2025 | CA Edition)

Reports, Sports

Stadium to Screen: Streaming Live Sports in 2025 Sports are, without question, a major part of our lives, and the ways in which we watch live sports are growing across a number of digital sources. Stadium to Screen: Streaming Live Sports in…

The Efficiency Curve: Finding the Optimal Balance Between CTV and Linear TV Investments

Reports

Discover the insights behind 224 billion impressions across various industries to learn how small adjustments in ad allocations can drive significant improvements in campaign efficiency. In today’s fragmented TV landscape, advertisers face…

The Connected Gamer (2024 | US Edition)

Gaming Reports, Reports

The global video game market is expected to reach $500 billion in 2025 (Statista), demonstrating just how much of a role video games play in most of our lives. LG Ad Solutions conducted a new research study, entitled The Connected Gamer, to…

The Connected Gamer (2024 | Canada Edition)

Gaming Reports, Reports

The global video game market is expected to reach $500 billion in 2025 (Statista), demonstrating just how much of a role video games play in most of our lives. LG Ad Solutions conducted a new research study, entitled The Connected Gamer, to…

The Connected Gamer (2024 | UK Edition)

Gaming Reports, Reports

The global video game market is expected to reach $500 billion in 2025 (Statista), demonstrating just how much of a role video games play in most of our lives. LG Ad Solutions conducted a new research study, entitled The Connected Gamer, to…

Beauty & The Screen: CTV’s Impact on Beauty & Grooming Shopping

Reports

The US beauty and grooming market is expected to surpass $100 billion in 2024 (per Statista), emphasizing the foundational role that beauty and grooming products play in our lives. LG Ad Solutions conducted a study entitled Beauty & The…

Beyond the Brackets: March Madness Viewer Behavior and Engagement on CTV

Reports

In addition to being one of the craziest sporting events of the year, the March Madness Tournament also represents a valuable opportunity for brands to connect with fans throughout the tournament. LG Ad Solutions' TV Tentpole Reports explore…

The Connect Effect: How Smart TVs are Changing the TV Experience for Both Viewers and Brands

Reports

Smart TVs are now the default device for TV viewership with 79% of US TV households owning a Smart TV. In collaboration with our research partner MediaScience, LG Ad Solutions conducted an innovative multiphase research study on the Smart TV…

Touchdown Tactics: Super Bowl Viewer Behavior and Engagement on CTV

Reports

In addition to being one of the largest TV events of the year, the Super Bowl also represents a cultural touchpoint around commercials and engaging with fans. TV Tentpole Reports explore how Connected TV audiences engage with TV's biggest…

The Inclusive Screen: Asian Americans – A Look into CTV Usage and Preferences

DEI Report, Reports

Black, Hispanic, and Asian Americans make up over a third of US adults (per MRI-Simmons), but adequate representation of diversity in media & advertising (both on-screen + behind the scenes) continues to be an elusive target. The Inclusive…

The Inclusive Screen: Hispanic Americans – A Look into CTV Usage and Preferences

DEI Report, Reports

Black, Hispanic, and Asian Americans make up over a third of US adults (per MRI-Simmons), but adequate representation of diversity in media & advertising (both on-screen + behind the scenes) continues to be an elusive target. The Inclusive…

And the Award Goes to…CTV!

Reports

Awards Show Viewer Behavior and Engagement on CTV In addition to Awards Shows (like the Oscars or Grammys) celebrating the accomplishments of actors and artists, they also represent a valuable opportunity for brands to connect with potential…

Season’s Streamings: Holiday Shopping & TV Viewing Trends in 2024

Reports

While the winter holidays are still months away, smart holiday shoppers are already preparing their wish lists, and on the lookout for the best deals and discounts. LG Ad Solutions conducted a study, entitled Season’s Streamings: Holiday Shopping…

The Inclusive Screen: Black Americans – A Look into CTV Usage and Preferences

DEI Report, Reports

Black, Hispanic, and Asian Americans make up over a third of US adults (per MRI-Simmons), but adequate representation of diversity in media & advertising (both on-screen + behind the scenes) continues to be an elusive target. The Inclusive…

Commercials & Classrooms: TV’s Impact on Back-to-School Shopping

Reports

The bell has rung, and class is in session for back-to-school shopping this upcoming school year. LG Ad Solutions’ study, entitled Commercials & Classrooms: TV's Impact on Back-to-School Shopping and fielded in May 2024 to 778 US parents,…

The Big Shift: Political Edition

Reports

This election cycle is expected to be a record one for US political ad spending. Viewers are increasingly seeing candidate and group messages from ads delivered within streaming television content, as media consumption continues the shift to…

The Big Shift: Wave III

Reports

In our third installment of The Big Shift annual research series, The Big Shift: Wave III explores the increasingly evolving behaviors and preferences of CTV users. Among the report’s findings: The Big Shift to CTV Continues. 9 in…

Stadium to Screen: Streaming Live Sports in 2024 – Canada Edition

Reports

Sports are an important part of most of our lives, and major sporting eventsーlike the Super Bowl, NCAA March Madness tournament and the Olympicsーdraw tremendous anticipation and bring us together in meaningful ways. Stadium to Screen: Streaming…

Stadium to Screen: Streaming Live Sports in 2024 – UK Edition

Reports

Sports are an important part of most of our lives, and major sporting eventsーlike the Euro Cup, the Olympics and the Six Nations Rugby Tournamentーdraw tremendous anticipation and bring us together in meaningful ways. Stadium to Screen: Streaming…

Stadium to Screen: Streaming Live Sports in 2024

Reports

Sports are an important part of most of our lives, and major sporting eventsーlike the Super Bowl, NCAA March Madness tournament and the Olympicsーdraw tremendous anticipation and bring us together in meaningful ways. Stadium to Screen: Streaming…

The Shoppable TV Report: 2024 and Beyond

Reports

As we kick off another year of partnership, we are excited to share our latest thought leadership research to help you succeed with your Connected TV advertising strategy. The Shoppable TV Report: 2024 and Beyond uncovers U.S. consumer…

Direct-to-Glass Playbook For Political Marketers

Reports

Political advertisers without a direct-to-glass strategy for Connected TV risk missing out on the 65% of Likely Voters who prefer streaming. Not only are these Likely Voters exposed to streaming ads (82% use ad-supported streaming services),…

The Big Shift: Wave II UK

Reports

The Big Shift: Wave II (UK) study investigates consumer behavior and perception towards Connected TV and Ad-Supported Streaming TV. The study indicates a decline in linear TV viewership, with 26% of participants reporting decreased consumption…

Viewer Attention Study: Harnessing the Power of CTV

Reports

It has become more difficult in today’s fragmented TV landscape to capture viewer attention. In partnership with CTV measurement leader TVision, we explored how households are watching television and if they are paying attention to both content…

2023 Holiday Shopping Study

Reports

The 2023 Holiday Shopping Study explores into consumer behavior related to connected TV viewing, holiday TV advertising, and shopping habits during the holiday season. The findings of the report emphasize the substantial viewership of holiday…

How We Watch: Trends in TV Habits

Reports

Our latest study, ‘How We Watch: Trends in TV Habits,’ delves into consumer preferences for TV watching. It explores reasons behind the growing preference for streaming TV over linear TV, such as the fact that 47% of consumers consider streaming…

Enhanced Ads Study

Reports

"Enhanced Ads: The Actionable Format (Canada)” explores consumer behavior and perceptions regarding various types of enhanced ads. These ads employ dynamic creative optimization through the use of data signals such as location, weather, QR…

The Big Shift: Wave II Canada

Reports

The Big Shift: Wave II (Canada) study examines consumer behavior and perception towards Connected TV and Free Ad-Supported Streaming TV (FASTs) and how this has changed since the first wave was launched last October. The study reveals a decline…

Direct-to-Glass Playbook

Reports

The Next Era of Connected TV The fragmentation of the TV landscape has resulted in the same audiences being found across multiple platforms. As the number of content providers and associated subscription costs continue to grow, consumers are…

The Clear Advantage of Direct-To-Glass Advertising

Reports

NewFronts 2023 Presentation Learn how increased access to data and content is transforming the advertising industry. This presentation includes: our latest research findings, shedding light on emerging trends and opportunities in the CTV…

The Connected Gamer

Reports

Gamer Insights and Viewership Study Gamers make up the majority of Connected TV (CTV) users, with a whopping two-thirds of US CTV users playing video games. Free ad-supported streaming TV (FAST) content is a popular choice amongst gamers –…

The Big Shift: Wave II

Reports

As TV viewers move away from cable/satellite TV to streaming options, consumers today want more free, ad-supported TV (FAST) content. In fact, 63% of consumers prefer to stream free content rather than paying for a subscription. As a result,…

Game Day and Beyond: The Sports Viewership Study

Reports

TV sports are must-watch TV, with 80% of sports viewers watching live sports at least once a week. Viewership of sports content is on the rise, creating opportunities for brands to tap into this highly-engaged segment. Basketball (both professional…

Awards Show Viewer Study

Reports

As viewers move more towards streaming options, content is quickly beginning to follow. In 2023, many major Awards Shows announced streaming partners to better connect with audiences where they are and broaden their reach. This report investigates…

Enhanced Ads Study

Reports

Enhanced ads using Dynamic Creative Optimization (DCO) are increasingly becoming popular to engage audiences and ultimately, drive brand KPIs. We ran a study to understand how consumers perceive enhanced ads, how likely they are to interact…

Holiday Shopper Study

Reports

We conducted a study to better understand how holiday shoppers prepared for the season, how much they are planning to spend and more. The report also highlights changes in TV viewership surrounding the holidays and key buyer personas. To learn…

Canada CTV Report – The Big Shift

Reports

The latest edition of our study, ‘CTV: The Big Shift', dives into Canadian consumer preferences and attitudes towards CTV. The report explores how 88% of internet users are reachable via CTV, providing a massive opportunity for advertisers…

US CTV Report – The Big Shift

Reports

We conducted an online survey of 773 U.S. consumers in September 2022 and found that 93% of internet users are reachable via CTV, with 4 in 5 consumers using ad-supported apps. CTV is cannibalizing linear TV at a steady rate with 21% watching…

UK CTV Report – The Big Shift

Reports

CTV adoption in the UK continues to boom with 94% of internet users in the UK being reachable via CTV. We conducted a study to understand how UK consumers watch TV, their attitudes towards ad-supported content and more. Download the full…

Insights Report: FASTs — The TV Viewers’ New Channel Of Choice

Reports

Free ad-supported streaming channels (FASTs) have changed the TV game by providing consumers with engaging content at zero cost and creating opportunities for brands and advertisers to place their ads in front of highly receptive audiences. We…

Alcoholic Beverage Category Insights Report

Reports

April 7 is recognized as National Beer Day! Curious about where alcoholic beverage brands place their ads? Wondering how to reach beer, liquor and hard seltzer drinkers across multiple shows, platforms and networks? Learn how your brand can…

Road to the Final Four: Making Moves during March Madness — TV Viewing Insights Report

Reports

The NCAA basketball tournament will be the next big thing to hit screens (and stadiums!) after the Super Bowl. How can you ensure that you're reaching these audiences not just during March Madness but also before and after? Is linear TV advertising…

Get Some Olympic Gold For Your Brand: TV Viewing Insights Report

Reports

Sixty-two percent of TV households tune into the Olympics, but the average Olympics viewer spends just 45 minutes on Olympics broadcasts each day. What other programming do these viewers watch? How can an advertiser avoid paying the high rates…

Christmas/New Year’s Viewing Insights Report

Reports

Bring on the toys and luxury goods! As everyone gets into holiday mode, retail brands, (specifically toys and luxury brands) increase their ad frequency. Viewership behavior during the December 24 - January 1 timeframe also shifts in line…

Thanksgiving Viewing Insights Report

Reports

During the Thanksgiving holiday, the average daily watch time for linear TV & OTT goes up by 25%. How can brands take advantage of this increased viewership to reach audiences? What programming are these audiences most likely watching? Find…

From Insights to Action: Retail Brands, Holiday 2021 Report

Reports

Retail brands are getting ready for the upcoming holiday season, marked by a huge increase in advertising. While ad impressions and frequencies are on the rise, are retail advertisers getting the most bang for their buck? Both broadcast and…

Financial Services Category Report Q2 2021

Reports

The pandemic created both historic unemployment and a surplus of funds with commuting and leisure activity at a standstill. How have financial services brands changed their TV advertising strategy in line with consumption patterns? In Q2'21,…

Mid-Year Awards Show Overview

Reports

Award show viewing has declined precipitously over the past few years. The majority of award show audiences are heavy linear TV viewers, meaning that these viewers are also reached through other shows and networks, while light and medium linear…

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