Are We Finally Ready for Shoppable TV?

Welcome to The TV Room. Your weekly digest of television, streaming, and digital media insights that matter.

This week we're covering:

• 🛒 Shoppable TV’s Just a Matter of Time

• 🕵 There’s Enough Fraud for Everyone

• 🎥 Creative Spotlight: Chime: “You're Making It”

• 👊 Does Industry Infighting Hit Harder Than Tariffs?

Is This Shoppable TV's Breakout Moment?

After years of false starts, it looks like shoppable TV is having its moment. New data from LG Ad Solutions reveals a dramatic shift in consumer behavior: 63% of connected TV viewers discover new brands through TV ads, and nearly half made a purchase after seeing one in just the last three months.

The psychology around TV commerce has fundamentally changed. What once felt awkward is now natural, thanks to our comfort with shopping on social media and widespread QR code adoption:

• 70% of viewers are willing to scan QR codes to purchase

• 67% would save items to a TV wishlist

• 62% would use voice commands to add items to their cart

Why now?

Smart TV technology and consumer expectations have finally converged. So, what changed? There are three key factors:

• Post-pandemic QR code normalization

• Advanced targeting through ACR data and household graphs

• Viewers treat TV like other digital screens

But don't expect consumers to buy refrigerators from their couches just yet. The real opportunity lies with small and mid-sized businesses using TV like social media for direct response and performance marketing. Think of local restaurants offering time-sensitive deals or niche ecommerce brands targeting specific regions.

This transforms TV from a pure awareness play into a performance channel with trackable actions and clear attribution. For the first time, TV can compete with digital platforms on ROI, not just reach.

While the transition won't happen overnight, the forecast is clear: 60% of viewers say they wish they could shop directly through their TV. The television of the future will be shoppable.

Read More:

• Shoppable TV’s Moment Has Finally Arrived—And It’s Bigger Than QR Codes - TVREV

TV Industry Updates

• Moana makes waves: Disney+'s Moana 2 sailed to nearly 2 billion viewing minutes in its streaming debut.

• Fraud fears: Industry experts estimate there's 30% more CTV inventory being sold than what's actually being watched in the US.

• Shopping success: Telly's shoppable CTV ads saw engagement rates triple compared to standard formats during March Madness.

• British invasion: BritBox launched a cinematic US marketing push to showcase traditional filmmaking craft over AI-generated content.

• Ad accuracy: Stellantis had to quickly revise TV spots claiming its vehicles were "Built from the ground up in America" after regulators questioned the claim.

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Creative Spotlight: Chime: “You're Making It”

Chime Banking partnered with WWE Superstar Becky Lynch and NFL legend Deion "Coach Chime" Sanders for a motivational TV spot celebrating Financial Progress Month that focused on empowering viewers with the message "You're Making It."

The Details:

• The campaign featured the star power combination of wrestling superstar Becky Lynch alongside Deion Sanders in his "Coach Chime" persona

• The ad was strategically timed to align with Financial Progress Month, connecting the brand message to a broader financial wellness narrative

• The creative centered around the affirming message "You're Making It," using motivational figures to deliver encouragement around financial progress

What We Loved: The spot effectively leveraged two powerful personalities from different sports entertainment worlds to deliver an authentically encouraging message about financial progress, making potentially intimidating banking services feel more approachable and celebratory.

Marketing Mix

• Next-level collabs: HBO’s “The Last of Us” Season 2 is raised the bar with immersive collabs that blend storytelling and tangible brand experiences.

• Fast food financing: Chili's opened a satirical pop-up shop next to McDonald's that "finances" fast food meals while promoting their cheaper alternative.

• Reawakening JCPenney’s: The retailer launched a bold new reawakening campaign called "Yes, JCPenney!" using QR-coded billboards.

• Industry infighting: Publicis CEO Arthur Sadoun blamed worsening perceptions of the ad industry on rival agencies more than economic factors.

• Brand storytelling power: New research shows well-told stories get special "privileged" status in our brains, making them more persuasive.

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