Awards shows remained a staple of television viewing, with 75% of CTV users expressing interest in watching these events, according to LG Ad Solutions. Interestingly, owners of LG Smart TVs were 11% more likely to be interested in awards shows compared to other CTV users, indicating a strong engagement among this demographic.
A significant majority of awards show fans (74%) preferred to watch these events live, whether through linear television or streaming platforms. Of those who watched live, 56% did so on linear TV, while 44% opted for streaming services. This preference for live viewing highlighted the importance of real-time broadcasts in maintaining the appeal of awards shows.
The report also emphasized the social nature of awards show viewing. 86% of fans watched these events with family and friends, making it a popular co-viewing activity. This trend presented a valuable opportunity for advertisers to reach multiple household members during a single event, amplifying the impact of their messages.
The Grammys and Oscars were identified as the most anticipated awards shows, with tune-in rates on LG TVs increasing by 22% year-over-year (YoY). These events represented significant opportunities for advertisers to engage with a highly attentive audience.
Television advertisements played a crucial role in informing fans about upcoming awards shows, with 45% of viewers relying on TV ads for information. Additionally, 38% of fans turned to their TV home screens for show details, and LG Smart TV owners were 32% more likely to use this method. The report suggested that combining CTV with native advertising could maximize reach and effectiveness.
The report also noted that 68% of awards show fans were interested in watching Red Carpet pre-shows, with 14% planning to watch both the Red Carpet and the main event. This overlap provided an additional touchpoint for advertisers to connect with audiences before the main show began.
Despite the high interest, fragmentation across broadcast, cable, and streaming platforms posed a challenge for viewers, with 50% admitting they sometimes struggled to know when and where to watch. To address this, 78% of fans found ads that included the show’s date and time helpful, indicating a need for clear and informative advertising.
Multitasking was a common behavior among awards show viewers, with 80% using secondary devices while watching. This presented an opportunity for advertisers to extend their campaigns across multiple screens, ensuring continuous engagement throughout the viewing experience.
Awards shows also served as prime moments for luxury brands to connect with potential buyers. The report revealed that 69% of viewers had purchased a luxury product in the past 12 months, and 76% believed that advertising influenced their perception of luxury brands. Additionally, 67% perceived brands that advertised around awards shows as more luxurious.
The report concluded with a case study highlighting LG Ad Solutions’ success in driving tune-in for awards shows. By leveraging Native Home Screen ads and dynamic countdowns, LG Ad Solutions achieved a 99% lift in live and same-day tune-in rates, a 141% lift with LG Native advertising, and a 31% increase in Click to Video CTR.
Overall, the report’s findings underscored the continued importance of awards shows as must-watch events and highlighted the effectiveness of CTV and cross-screen advertising strategies in engaging a highly receptive audience.
