MUMBAI: Samsung Ads, in partnership with Kantar, has unveiled a revealing new white paper titled 'Beyond Awareness', which lays bare the rising clout of Connected TV (CTV) as a performance-driven advertising channel.

The study, based on over 100 brand lift studies across Samsung Smart TVs, shows that Gen Z viewers, often written off as ad-averse, are in fact proving to be highly engaged and responsive on the big screen. In fact, brand favorability jumped by 9.1 per cent, while purchase intent surged by 8.5 per cent among 18–24-year-olds exposed to ads on CTV.

The findings challenge long-held assumptions about upper-funnel fluff, revealing that CTV is driving real business impact across the funnel from awareness to action.

Sharing her insights, Samsung Ads India head, insights and client solutions, Bhavna Saincher said, “The 'Beyond Awareness' study emphasises the growing importance of Connected TVs as a pivotal touch point for driving awareness and consideration, all while amplifying visibility and generating positive outcomes for brands engaging with their audience on the big screen. I am confident that the high engagement of the Gen Z signals a major opportunity for brands seeking impact with a digitally-native, decision-ready audience."

Among the standout stats:

. 7.9 per cent average uplift in consideration across verticals from auto to apparel, tech to home solutions.

. Twice the impact when audiences are reached four or more times, making a strong case for strategic frequency.

. Strong performance across age groups from Gen Z to the 35+ bracket - confirming CTV’s broad appeal.

With CTV ad engagement soaring and ROI metrics now in full view, Samsung and Kantar’s report doesn’t just hint at the future of TV advertising, it spells it out: performance lives on the big screen.