Major tentpole events, such as awards shows, attract big brands and premium ad dollars, but are they also drawing big audiences? This is something LG Ad Solutions tried to find out with its most recent study – Awards Show Viewer Behavior and Engagement on CTV.

The report found that 75% of CTV users are interested in watching awards shows. One in three of those viewers watch both music and film/TV award shows. They are seen as co-viewing activities, with 86% saying they watch with family and friends. The Grammys and the Oscars have the highest tune-in rates, followed by the Golden Globes and the Country Music Awards. The Tonys, MTV Awards, the Emmys, Peoples’ Choice and the BET Awards are further down the list of shows respondants say they watch.

Award show fans rely on finding information about the shows from TV ads (45%) and/or their TV home screen (38%). Looking at the overlap between the actual event and the red carpet, 68% of viewers watch the actual Oscars show, 17% watch the red carpet segment only, and 14% watch both. Four in five viewers plan to watch nominated content before and after the event.

As for their viewing behaviour, 85% of awards show fans watch via AVOD. They also multitask while watching the shows (80%) and many are interested in products advertised during the show (65%). The report found that awards show fans are interested in luxury brands, with 69% saying they’ve purchased a luxury product in the past year; 67% believe brands advertising around the shows are more luxurious; and 76% say advertising influences their perception of a luxury brand.