Linear TV outperforms social & UGC video platforms on consumer engagement: 5th Dimension

Consumer attention on ads was over 115 per cent higher on linear TV compared to social media platforms and UGC videos, said a study conducted by 5th Dimension, leveraging neuroimaging technology to analyse consumers when viewing advertisements across multiple platforms.

As the media and entertainment landscape evolves, brands face a growing demand for more precise and actionable consumer insights. According to 5th Dimension, the study reaffirms the role of Linear TV in creating impactful brand-building opportunities.

Key findings revealed that advertisement comprehension was more than 30 per cent higher on Linear TV as compared to other platform. Over 15 per cent higher engagement level amongst consumers while viewing advertisements on Linear TV compared to social platforms. Purchase intent went up 18 per cent when advertisements were viewed on Linear TV owing to high-quality content displayed in a distraction- free, big screen setting.

Commenting on the study, Rituparna Dasgupta, Executive Vice President – Network Research & Consumer Insights, ZEE Entertainment Enterprises Ltd.said, “Linear TV continues to offer an unmatched immersive, distraction-free environment that enables brands to drive measurable impact, which further entrenches TV’s position in the overall media mix.”