Connected TVs Boost Brand Favourability and Sales

Connected TVs Revolutionise Advertising’s Impact in India

In a major step forward for digital marketing, a new white paper from Samsung Ads and Kantar has revealed just how powerful Connected TV (CTV) advertising can be in India’s rapidly changing media landscape. Their study, Beyond Awareness, details how CTV campaigns on Samsung Smart TVs are delivering measurable boosts in brand favourability, purchase intent, and overall consumer consideration across diverse industries.

Key Insights from the Study

• Over 100 brand lift studies: The research spans multiple sectors—consumer goods, technology, automotive, apparel, and home solutions—covering audiences from Gen Z to age 35+.
• Strong results with Gen Z:
• 8.5% rise in purchase intent (18–24 year olds)
• 9.1% boost in brand favourability for the same group
• General uplift:
• 7.9% increase in overall consumer consideration across the entire sampled population.

These figures provide some of the clearest real-world evidence yet that CTV isn’t just about brand awareness—it’s a potent tool for influencing purchase decisions and consumer trust.

Why Are Connected TVs So Effective?

1. High Engagement on the Big Screen
   People tend to watch Connected TV together with family during peak times, spending an average of three hours a day. This communal, immersive environment helps make ads more memorable and trusted.
2. Precision Targeting and Frequency
   Advertisers can easily segment and target their audience by age, interests, and even screen size. The study found that seeing a CTV ad four or more times more than doubles its effectiveness across all key brand metrics.
3. Preferred by Modern Viewers
   A whopping 65% of Indian households now prefer Connected TV over traditional cable or satellite, a trend fueled by the rapid rise in smart TVs, affordable data, and personalised content experiences. This preference is particularly strong among urban and affluent homes in cities like Delhi, Mumbai, and Bangalore.

Voices from the Industry

Bhavna Saincher, Head of Insights and Client Solutions at Samsung Ads India:

"Gen Z’s high engagement with CTV is a major opportunity. Brands can connect with a digital-native, decision-ready audience who responds strongly to engaging campaigns on the big screen".

Ebu Isaac, Vice President, Insights Division at Kantar:

"This study positions CTV as a critical full-funnel marketing channel. It combines precision targeting with measurable outcomes, making it indispensable for reaching young, value-conscious consumers".

Changing Ad Spend and Viewing Patterns

• CTV ad spending in India has surged by more than 200% in the last two years, reaching ₹1,500 crore in 2024.
• India is projected to have over 46 million CTV households by 2025.
• Viewers exposed to CTV ads are more engaged, with 48% searching for products post-ad and 33% making purchases.

What It Means for Brands

• Stronger brand relationships: Not just visibility—CTV helps brands move up in the minds of potential buyers.
• Better measurement and return on investment: Brands can track every interaction, exposure, and conversion in real time.
• Reaching the digital elite: Gen Z and millennial viewers are core to future growth; CTV is now the best way to reach them with stories that stick.

Key Takeaways

• CTV is no longer just a premium buy—it’s mainstream.
• Frequency matters: Running multiple exposures multiplies campaign impact.
• Young audiences are especially responsive: Gen Z’s purchase intent jumps significantly with CTV campaigns.