Fast forward to 22" LCD being the new 14" CRT, and even more things matter. From some side-by-side comparison videos I've seen some Samsung/TCL/Hisense had shocking colour shifts off axis awful for anyone not in the 15° to the left or right of the screen - sorry armchair viewer, the TV only looks OK from the sofa. Contrast, or rather black point and white point differs a fair bit too. Crushing shadow detail into a murky charcoal slab that looks like a low bitrate DiVX isn't particularly pleasing, but is noticeable on a 22" or a 32" or a 72".
Ultimate sharpness, and graininess for the most part is mitigated by viewing distance, of course. But a bad interpolation algorithm following by heavy handed halo-inducing sharpens is just unpleasant.
The colour shift is down to the panel type used usually. Samsung/TCL/Hisense models tend to use VA panels, whilst others like Sony and LG use IPS type. IPS is the older technology, and is more suited to people who watch the TV from a variety of angles. The problem is though, there can be good and bad IPS in terms of viewing angles. Those that have good viewing angles tend to have worse contrast, or anti glare properties...and those with better contrast tend to have worse viewing angles, but better anti glare properties. Typically LG fall into the latter category, whilst Sony in the former. However at small sizes there's really so little information available (through lack of reviews) its impossible to know if these same traits are followed by their 32" models. Especially when they are only releasing these models every few years, rather than each year like their larger ranges.
VA panels however are a more modern type of panel which is suited mainly for direct in-front viewing. But it has better contrast and better blacks than IPS, which especially makes for better viewing in dark enviroments. Sadly finding which TVs use which panel type is hard, a lot of companies like Samsung/TCL/Hisense who typically use VA panels have started using IPS on some of their range, so you really don't know what you're buying into.
If test information was available on 32" models from reviews (like with larger TVs) I'd also add them to my best buy guide, but I can't because there's just not enough info. All I do know is these models are very bottom level quality, and since there already is very little difference between the performance of even 43 inchers and many 50" TVs too these 32" differences, at a lower cost will be even less.
Without trying to be disrespectful it's a bit like saying all small cars, Classes A (city car) and B (super mini) are much the same quality and can't really be told apart. Yeah, maybe on a racetrack they all suck bad, understeer like crazy and produce lap times a few seconds different from each other but still minutes worse than class C compact cars. Maybe their interiors are all plastic too. But there are certainly differences.
To keep with this analogy its more like expecting Class A and B to be overtly different when all you are doing is taking a 5 minute drive to the local shop. Any TV you buy today is more than capable at displaying basic freeview TV to a decent standard, which is why they no longer make higher models at smaller sizes. The difference nowadays between a high and low quality LCD TV is mostly down to its ability to display HDR content, which is the next step to achieve better picture quality. For some years now even bottom range TVs exceed levels of colour coverage needed for SDR pictures...and sadly whilst colour accuracy can still be hit or miss on some TVs, its impossible to know which is better on small TVs because there's next to no reviews.
I also appreciate that's it's not glamourous reviewing small / inexpensive stuff. Reviewers love to get to play with expensive stuff they couldn't afford themselves or huge stuff they have no place in their own homes for - The 'HiFi' community is a good example of this.
As the TV is not for me, but a less tech savvy family member, it makes it harder to offer any help.
Me personally, I'd go for the LG because (a) I've seen the LG in reviews (b) the software looks a lot less worse (c) the guide displays the current TV channel in a small window (d) it's a lot cheaper.
But they aren't so fussed about b, c or d, they just want the best looking and sounding TV that'll fit their space, and at a not mickey taking price.
I don't personally agree with it. I would like there to be quality options at all sizes. In my opinion there should also be 32" TVs that are as good as larger models at displaying all content. For the most part I believe the manufacturers think those who are buying smaller TVs are only going to be using them for basic watching like broadcast TV, dvds etc so they just don't bring the tech to small sizes. This is true even when you look at 43", and even 50" size sometimes compared to 55" and over.
I think the LG is the better option personally because it at least shares the same type of operating system they fit on their other TVs in 2018- WebOS. Sony's OS they use on their lower end TVs (including some UHD models) is very basic, and is out of date and unloved. They use Android on higher end TVs.
And of course that brings me to the point I often argue to a lot of the time when it comes to even 43" and many 50" models too, when you know you aren't going to be buying into anything fantastic no matter what money you spend, its always better to spend less rather than more. To use the car analogy, every car can get you to the shop safely if your usage is basic..so its really not going to make a huge difference if you use a Ford compared to say; a Kia.
Obviously I want you, and anyone I try and help to be happy with their purchase. So as much as I don't like saying it, keep your expectations low at this size. Things are moving in the right direction slowly at 42"/48" sizes, but it may be some time, if at all that we start to see good quality models at 32". For broadcast TV and DVD watching that's fine, you don't need a top end TV for that. However don't expect the TV to do a very good job streaming modern HDR shows on streaming services and don't expect things like motion or video processing to be top notch.