LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, has announced their annual holiday shopping study, uncovering broader trends in U.S. consumer behavior—including how people engage with ads on smart TVs and how those experiences influence holiday shopping decisions.

The company found that 59% of CTV viewers find TV ads as useful/helpful for providing information on holiday purchases (up 73% YoY), with 36% reporting they get gift ideas from TV and streaming ads (even with social media ads at 38%). The study also revealed increasingly positive sentiment towards ads that are served on smart TV home screens, as over 25% of CTV viewers find these ads helpful for holiday shopping – up 105% year over year.

“The Smart TV Home Screen has transformed the entire entertainment experience– shifting what once was a passive viewing environment to one that offers interactive activities like gaming, fitness, and even holiday shopping. It’s more than just a gateway to content; it’s a gateway to every-day life,” said Tony Marlow, CMO at LG Ad Solutions.

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Other findings from the study include:

• Holiday gift buyers want ads to help them (in more ways than one): 89% of CTV viewers want holiday shopping ads to have a specific deal or promotion. Additionally, 71% want holiday shopping TV ads personalized to their preferences, and 69% want ads to make it easier to buy the featured item (e.g. QR codes).
• Tentpole deal-days remain a holiday season staple, online and in-store: Despite 89% saying they take advantage of online Black Friday deals–and 87% taking advantage of Cyber Monday deals–69% of CTV viewers claim they take advantage of in-store Black Friday deals.
• Holiday spirit spans multiple months: 71% of CTV viewers will start their holiday shopping before Thanksgiving this year (+18% YoY), with 88% likely to shop after the winter holiday season to look for additional deals.

Despite how consumers want to engage with CTV this holiday season, 70% indicated economic uncertainty will have some or significant impact on their holiday spending this year. Specifically, 28% expect to spend more this year and 30% say they’ll spend less than last year. LG Ad Solutions also recently found that 59% of US consumers are likely to stay home more in response to increasing out-of-home entertainment price hikes, and over two-thirds plan to increase (or already have increased) their use of FAST, presenting a prime opportunity for brands to meet consumers where they are.

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“From cross-screen engagement, to spending behaviors, ad-supported viewership growth, and more, consumers are clearly communicating how they want to interact with content and advertising– and findings highlight a growing desire to take it a step further,” continued Marlow. “Nearly 70% say they want holiday shopping ads to be relevant to what they’re watching. With the right balance of art and science, marketers can make this a reality– leveraging the power of the OEM to drive outcomes for the 2025 Holiday season and beyond.”

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