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# And the Award Goes to…CTV!
- URL: https://tvrev2beta2.ghost.io/and-the-award-goes-toctv/
- Published: 2024-10-01T18:04:05.000Z
- Updated: 2024-10-01T18:04:05.000Z
- Author: TVREV
- Tags: Reports, Streaming, LG Ad Solutions, Awards Shows, #sqs, #Import 2026-09-03 21:06, Streaming Wars

![](https://storage.ghost.io/c/18/4b/184bce7f-90ef-4333-95df-ad6ebcbdad98/content/images/images-squarespace-cdn-com/content/v1/60df3ea739725c04ca27d651/1727805488207-TS35AZSR5Q0A7U74IRUD/lg-ad-solutions_and-the-award-goes-to-ctv_august-2024-1-format-original.webp)

![](https://storage.ghost.io/c/18/4b/184bce7f-90ef-4333-95df-ad6ebcbdad98/content/images/images-squarespace-cdn-com/content/v1/60df3ea739725c04ca27d651/1727805488164-V2AAHQD61CITU6DHZK3R/lg-ad-solutions_and-the-award-goes-to-ctv_august-2024-1-2-format-original.webp)

**From LG Ad Solutions: Awards Show Viewer Behavior and Engagement on CTV**

In addition to Awards Shows (like the Oscars or Grammys) celebrating the accomplishments of actors and artists, they also represent a valuable opportunity for brands to connect with potential shoppers.

**TV Tentpole Reports** explore how Connected TV audiences engage with time-specific content and different CTV-based strategies advertisers can use to connect with these audiences.

**Among the report’s findings:**

- **A Preference for Live.** 74% of Awards Show Fans prefer to watch live (with 44% typically watching via streaming).
- **Pre-Show Engagement Opportunities.** Award shows start on the red carpet as nearly 2 in 3 Awards Show Fans plan to watch red carpet pre-shows.
- **Award Show Fragmentation.** Given that award shows can air on different combinations of broadcast, cable, and streaming, it is no surprise that nearly 1 in 2 award show audiences are unsure when or where to watch award shows.
- **Luxury Shoppers.** 69% of Awards Show Fans purchased a luxury product within the last 12 months.

For more information on Awards Show viewership trends, download the full report today!