LG Electronics - "Remote Control, Real Love - The Power of TV in Relationships"

LG Electronics, in conjunction with behavioural psychologist Jo Hemmings and relationship coach Paul Bruson, embarked on a study exploring the impact of shared TV watching on long-term relationships.

The Challenge:

  • To understand how television, often seen as a passive activity, can actively contribute to relationship health and longevity.
  • To uncover the types of TV shows and genres that resonate most with couples.

The Approach:

  • Conducted a comprehensive survey with long-term couples to assess how shared TV viewing habits influence their relationship dynamics.
  • Analysed the psychological and emotional effects of watching specific TV genres and shows together.

Key Findings:

  • TV shows like “Line of Duty” and “Gogglebox” are popular among long-term couples, enhancing their emotional bond.
  • Shared laughter from watching comedies strengthens relationships, with 43% of couples acknowledging its positive impact.
  • The synchronization of couples’ brains during shared TV viewing deepens emotional intimacy.
  • Couples spend an average of 630 hours per year watching TV together, highlighting the importance of this shared activity.


  • The study emphasizes the significance of shared activities, like watching TV, in maintaining and strengthening long-term relationships.
  • It brings a new perspective on how everyday activities can contribute to relationship health and satisfaction.


LG Electronics’ study sheds light on the positive aspects of watching TV with a partner, challenging the stereotype of TV as merely a passive, solitary activity. It underlines the importance of shared experiences in fostering strong, enduring relationships.


Results Summary:

Broadcast Coverage for LG Electronics:

  • Total Opportunities: 21
  • Total Reach: 10,978,000
  • 100% LG Mention and Research Discussion in Coverage

Key Highlights:

  • Extensive coverage across national and regional outlets, including BBC Radio 1, 18 BBC outlets, and more.
  • The study’s findings resonated with a wide audience, sparking interest and discussion about the role of TV in relationships.

Key Takeaways:

  • The study provides a new angle on the benefits of shared TV watching, potentially influencing consumer perceptions of television’s role in their lives.
  • The findings offer LG Electronics a unique marketing opportunity, positioning their TVs as catalysts for relationship enrichment.