In CTV We Trust: The Role of Connected TV in Building Trust and Memorability for Brands (UK Edition)

As audiences continue to divide their time between TV and social platforms, understanding how the viewing environment shapes attention, trust and advertising outcomes has never been more important. LG Ad Solutions conducted a study, In CTV We Trust: The Role of Connected TV in Building Trust and Memorability for Brands (UK Edition), to examine how UK consumers perceive advertising across TV and social media—and why TV delivers a fundamentally different advertising experience.

Among the report’s findings:

• TV delivers a premium, high-attention advertising environment. 9 in 10 UK CTV viewers notice adverts while watching TV, and 87% believe content on TV is higher quality than content on social platforms. Longer viewing sessions, fewer distractions and shared viewing mean adverts are more likely to be seen, processed and remembered.

• Trust is significantly higher on TV than on social media. 58% of UK CTV viewers do not trust social media content to be accurate or reliable, and even more (77%) trust TV adverts more than social media adverts. Frequent exposure to misinformation and AI-generated content on social platforms makes it harder for adverts to feel credible.

• The biggest screen in the home drives stronger recall and memorability. 60% of UK CTV viewers can recall a memorable TV advert, and 77% say they pay more attention when watching TV than when scrolling social feeds. Without the ability to scroll past adverts, TV benefits from sustained focus and higher impact.

• TV adverts generate stronger emotional responses. Nearly three-quarters of UK CTV viewers (72%) say TV adverts are more likely to trigger an emotional response than social adverts. Amusement, curiosity, inspiration and excitement are the most common emotional responses—key drivers of long-term brand connection.

For more insights on how TV’s viewing environment creates stronger attention, trust, and outcomes than social media, download the full In CTV We Trust: The Role of Connected TV in Building Trust and Memorability for Brands (UK Edition) report today.