TV ads perform better when audiences come to unwind

Audiences choose what to watch based on their mindset, moment and motivation, according to new research from Samsung Ads and LongTerm CoLab.

A survey of 1,000 Australians about their TV viewing habits, preferences, and experiences across programming and ads found that streaming on Connected TV dominates, but the reasons people watch remain the same.

The latest report from Deloitte shows that 65% of consumers are taking out more subscriptions than ever to access selective exclusive originals and cultural “wind-up” moments, like Adolescence, The White Lotus and The Studio.

Relaxing and decompressing are the number one reasons people watch TV. Samsung Ads’ research reveals that this “unwind” mindset benefits advertisers, delivering more positive ad perception and higher engagement with ads than wind-up content.​

It is also fuelling rapid growth in free streaming environments, where time spent viewing content has increased 19%, compared to just 6% growth across paid streaming services.

Samsung TV Plus APAC regional head Brigitte Slattery said big launches and exclusive originals will continue to drive headlines and subscriptions, but the data shows a quieter truth.

“It’s the long-running series and familiar titles that dominate the most-watched TV shows on the global streaming charts,” she said.

“TV Plus is built around everyday viewing moments: helping our users scroll less, discover more and unwind sooner.”

Sales director Richard Wheeler added that the trap today is that brands and advertisers underestimate the capacity for viewers to want different things at different times.

“As momentum continues to build in the free streaming space, advertisers have the opportunity to implement more holistic and effective screen strategies that can create long-term brand connections,” he said.

“By tapping into the full range of viewing occasions and audience needs, advertisers can deliver greater impact on the biggest screen in the home.”

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