Modern TVs - How important is contrast ratio on LCD TV, some sets don't even mention it while some go from 20,000 to a mill?

How important is contrast ratio on LCD TV, some sets don't even mention it while some go from 20,000 to a mill?

to a million. Is this more influential on the picture than the hz 60 or 120

It's ALL important ! But choosing WHAT is more important is even MORE IMPORTANT ! So .... Gaming? FAST SPEED and Superior BUFFERS and Processors are important... Watching Movies ? There's where Superior CONTRAST is more important Sports needs 120 Hz refresh rates... So..you START with that first Preference, and seek Good numbers on the REST of the choices.