Brand favourability rises by 9.1% through CTV advertising: Report

Samsung Ads, in partnership with Kantar, has released a new white paper titled 'Beyond Awareness,' examining the role of Connected TV (CTV) advertising in driving key brand metrics such as favourability, consideration, and purchase intent. The study 

According to the findings, Connected TV advertising has shown measurable effectiveness across a range of industries, including consumer products, technology, automotive, apparel, and home solutions. Campaigns assessed on Samsung Smart TVs demonstrated clear increases in consumer engagement, particularly among Gen Z audiences.

The report notes that audiences exposed to ads on Samsung Smart TVs saw a 7.9% uplift in consideration. Among Gen Z viewers (ages 18–24), the impact was more pronounced, with brand favourability increasing by 9.1% and purchase intent by 8.5%.

Bhavna Saincher, Head, Insights and Client Solutions at Samsung Ads India, said, “The Beyond Awareness study emphasises the growing importance of Connected TVs as a pivotal touch point for driving awareness and consideration, all while amplifying visibility and generating positive outcomes for brands engaging with their audience on the big screen. I am confident that the high engagement of the Gen Z signals a major opportunity for brands seeking impact with a digitally-native, decision-ready audience."

The study also found that campaign effectiveness significantly increased with higher ad frequency. Campaigns reaching viewers four or more times showed up to double the impact across key performance indicators, highlighting the value of optimised exposure.

Ebu Isaac, Vice President, Insights Division, Kantar, said, “As Connected TV matures into a full-funnel marketing channel, this study provides compelling evidence of its strategic value—particularly in driving favourability and purchase intent among younger audiences. Connected TV emerges as a critical platform that combines precision, scale, and measurable impact, as advertisers seek to build meaningful connections with the Gen Z."