TV Ads Are Driving Holiday Shopping—and Smart TVs Are Leading the Way
If you think the smart TV is just for bingeing holiday specials, think again. A new study from LG Ad Solutions shows that connected TVs (CTV) are quickly becoming powerful holiday shopping tools—and consumers are more receptive to TV ads than ever before.
In its annual U.S. holiday shopping report, LG Ad Solutions found that 59% of CTV viewers see TV ads as useful when making holiday purchases—a sharp 73% jump from last year. And 36% of viewers said they get gift inspiration from CTV and streaming ads, which is now nearly on par with social media ads (38%).
But the real surprise? The smart TV home screen—once just a portal to Netflix—is becoming a high-impact ad surface. More than 1 in 4 CTV viewers now find these home screen ads helpful during the holidays, a 105% year-over-year spike.
“The Smart TV Home Screen has transformed from passive viewing to active participation,” said Tony Marlow, CMO at LG Ad Solutions. “It’s now a gateway not just to content, but to everyday life—including shopping.”
What Consumers Want From Holiday Ads
Holiday shoppers aren’t just watching—they’re expecting more from the ads they see:
- Deals, deals, deals: 89% of CTV viewers want holiday ads that feature a clear promotion.
- Personalization: 71% prefer ads tailored to their preferences.
- Ease of purchase: 69% want interactive options like QR codes to buy directly from the screen.
With this rising demand for relevance and convenience, it’s no surprise that 70% of viewers say they want holiday ads aligned with the content they’re watching. That’s a clear signal to advertisers: the days of one-size-fits-all messaging are fading fast.
The Long Game of Holiday Shopping
Forget the Black Friday-only mindset. Shoppers are spreading their holiday spending across months:
- 71% start before Thanksgiving (up 18% YoY).
- 88% shop after the holidays to snag post-season deals.
- Black Friday is still big—both online (89%) and in-store (69%).
Even with this expanded window, consumers remain cost-conscious. 70% say economic uncertainty will impact their spending this season, and while 28% plan to spend more than last year, 30% say they’ll cut back.
At-home entertainment is becoming the default for many. In a related survey, LG Ad Solutions found that 59% of consumers plan to stay home more due to rising out-of-home costs. Add in the fact that two-thirds are increasing their use of free ad-supported streaming (FAST), and it’s clear: brands have a prime opportunity to meet shoppers where they are—on their couches.
Why It Matters for Marketers
This isn’t just about shifting ad budgets to CTV—it’s about rethinking how and where digital storytelling happens. LG’s research paints a picture of consumers who are not only open to receiving ads via smart TVs but who actively expect personalization, value, and convenience.
“Consumers are telling us they want ads that are relevant to what they’re watching,” Marlow said. “With the right tech and targeting, marketers can deliver on that expectation.”
In other words, holiday ads are no longer background noise. They’re a utility—and, increasingly, a sales driver. The brands that thrive this season will be the ones that tailor their messages to individual screens, moods, and moments.
