LG Ad Solutions has released new research showing that the Smart TV Home Screen has become one of the most influential environments in Connected TV advertising, emerging as the modern equivalent of TV’s historic first in break position. As audiences shift away from traditional linear viewing and start their entertainment journey on streaming platforms, the Home Screen has evolved into the moment where discovery begins and brand impressions take hold, offering advertisers a direct route to attention and recall before viewers choose what to watch.
Tony Marlow, Chief Marketing Officer at LG Ad Solutions, said the Home Screen now plays a central role in how people interact with their televisions. “If you think about how people actually use their TVs today, everything starts on the Home Screen,” he explained. “It’s the heartbeat of CTV — the one place that connects every part of the viewing journey, from live and on-demand to apps and discovery. For advertisers, it’s no longer just another placement; it’s the anchor that ties their entire strategy together.”
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Because viewers often browse for nearly ten minutes before settling on a program, this pre content moment has become a powerful opportunity for brand exposure. Research on LG’s interface found that 71 percent of viewers who encounter a Home Screen ad are open to learning more about the brand, and 51 percent of LG users say they pay attention to ads in that space. The impact is strongly tied to the Primacy Effect, which suggests that messages seen first remain the clearest and most memorable. Home Screen ads capture an average of seven seconds of attentive viewing time, outperforming skippable formats, while generating 16 percent higher attention retention and a 27 percent stronger ad rating. Eighty five percent of viewers also describe the placements as clear, informative and brand building, reinforcing why advertisers are increasingly shifting toward this environment. LG Ad Solutions reports a more than sixty percent year over year rise in general market advertisers adopting the format.
The company’s analysis of one hundred twenty million impressions shows how the Home Screen serves as a creative canvas that drives measurable results. Interactive experiences generate nearly four times higher awareness, human centered creative lifts brand consideration by almost four times, and strong calls to action placed strategically on the right side of the screen have been shown to raise purchase intent dramatically.
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Nearly all LG Smart TV owners — about ninety seven percent — begin their viewing session on the Home Screen and return multiple times a day, making it the core of the CTV experience. Joint research from LG Ad Solutions and MediaScience shows that campaigns combining Home Screen, CTV video and mobile placements deliver substantially stronger outcomes, including 4.7 times higher awareness, 8.7 times stronger recall and more than eleven times higher consideration compared to single channel efforts.
Marketers who have adopted the format say the impact is clear. “We’ve used the LG home screen to effectively extend our reach and create brand awareness and favorability,” said Steve Hartmann, Head of Integrated Marketing at Experian, noting that the placements significantly lifted recall while reaching millions of incremental households. Mike Laband, Group SVP of US Revenue at Magnite, added that the Home Screen has become a premium entry point in an industry that increasingly values influence at the very start of the viewing journey. Doug Paladino, Senior Director at PMG, echoed the sentiment, calling the LG Home Screen “a key awareness strategy for driving impact at scale,” particularly for reaching hard to find streaming only viewers.
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