Sydney, 19 November 2025: A global-first attention study has revealed Connected TV (CTV) home screen ads deliver 2.5x more active attention than linear TV and 3x less wastage than scrollable social ads. The research, developed by Samsung Ads in collaboration with OMG Australia and Amplified, analysed attention scores across more than 20 OMG brands spanning multiple categories to understand how real people engage with ads in their natural environment. 

The study found audiences view over three quarters (76%) of the fast-growing CTV home screen ad format, 59% of which is high-quality, ‘active’ attention, defined as viewers having eyes on both the TV screen and the ad. In comparison, linear TV delivers less than half the active attention of CTV home screen ads (23%), while large format outdoor advertising delivers 38% lower active attention. 

Scrollable socials, including TikTok, Instagram and Facebook, highlight an even greater divide. On average, 80% of an ad is not viewed at all on scrollable socials, resulting in 3x the wastage of CTV home screen ads. Combined, these results reinforce the highly engaging nature of the TV home screen in an immersive viewing environment.

The findings validate Amplified’s ‘Hierarchy of Attention’ framework which identifies the device as the single most influential factor in determining the level of attention an ad can achieve. As advertisers increasingly battle to reach audiences in a fragmented landscape, usage of Samsung Ads’ native TV home screen ads has doubled across its client base over the last 12 months, underscoring the strategic importance of the largest screen in the home.  

Previously only available to content and gaming advertisers, the uptake of native home screen ads on Samsung TVs has soared since the format was opened up to almost every category earlier this year, including automotive, food & beverage, travel & tourism, insurance & utilities, and food delivery. OMG was the first agency group to launch standout home screen ad campaigns on Samsung Smart TVs last year for MECCA and Mercedes. 

Alex Pacey, Chief Product Officer, OMG, said, “Attention is one important part of the picture, and it becomes most valuable when it works alongside strong creative and smart orchestration. As we continue to build towards more effective creativity and apply the principles of infinite intelligence across our planning, the Samsung TV home screen has become a consistent performer in helping brands show up well at the moments that matter. We are seeing strong results for clients, particularly across automotive and travel, where presence, relevance and quality of experience work together to lift performance. The format now has a steady role in our Total Screens approach, helping us balance impact, reach and creative effectiveness in a more converged environment.”

Dr Karen Nelson-Field, founder and CEO of Amplified, commented, “This research confirms the consistent pattern we’ve observed across every Amplified data collection to date: the device used to view the ad is the leading driver of attention. The Connected TV home screen stands out as an effective platform to generate meaningful brand impact and deliver stronger outcomes for advertisers.”

Alex Spurzem, Managing Director, Samsung Ads Southeast Asia and Oceania (SEAO), added,“The TV home screen is the gateway to every viewing experience. In a fragmented landscape, it is a uniquely powerful solution to complexity. Add the precision of targetability and the speed of instant reach, and it’s easy to see why TV home screen ads are gaining momentum. The results of this study reinforce the true commercial potential of reaching millions of viewers where their attention begins.”

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Uncover the findings and insights from this global-first CTV attention study here.

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About Samsung Ads

Samsung Ads delivers Advanced TV advertising at scale on the world’s smartest connected audience platform. Our smart TV advertising solutions are built on a unique source of TV data from millions of Smart TVs 

Samsung Ads provides the holistic view advertisers need, connecting linear, streaming, and gaming to help brands see the total advanced TV picture. Brands turn to our managed service and programmatic offerings to achieve incremental reach, complement linear TV campaigns, manage frequency, find difficult-to-reach audiences and most importantly, measure outcomes. 

Launched in the US in 2015, Samsung Ads now operates in North and Latin America, Europe, South Korea, ANZ, Southeast Asia and India. Samsung Ads is a division of Samsung Electronics which is the #1 TV manufacturer globally.

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​​About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, digital signage, smartphones, wearables, tablets, home appliances and network systems, as well as memory, system LSI and foundry. Samsung is also advancing medical imaging technologies, HVAC solutions and robotics, while creating innovative automotive and audio products through Harman. With its SmartThings ecosystem, open collaboration with partners, and integration of AI across its portfolio, Samsung delivers a seamless and intelligent connected experience. For the latest news, please visit the Samsung Newsroom at news.samsung.com

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About Amplified

Amplified is the global pioneer in human-led media measurement. Its platform, research services and data integrations enable brands and agencies to measure, predict and optimise real human attention - a proven metric that drives stronger business outcomes in advertising. Offering predictive planning tools, creative analysis and in-flight campaign measurement, Amplified delivers data-driven insights built on world-leading research and real behavioural signals. Trusted by global and local media leaders, Amplified is redefining media performance in the attention economy - turning attention from a buzzword into a strategic advantage.