2025 TV and Video Ad Strategy Report
iSpot surveyed hundreds of marketing leaders to get a better understanding of how brands and advertisers are planning for the 2025-26 TV Upfronts, important considerations around streaming ad buys, key challenges and more.
From growing marketing budget optimism and strategic shifts toward streaming, to the increasing use of AI in video advertising, greater reliance on Scatter buying, and the rising demand for outcomes-based measurement—this year’s report unpacks the key trends shaping the 2025 TV and video ad buying landscape. The report also explores how advertisers are embracing ad-first unification across linear, streaming, and social to drive performance and transparency at every stage of a campaign.
Download the report and gain a better understanding of how transparent, reliable measurement that holistically tracks TV ad performance across screens and connects to outcomes helps advertisers navigate these trends and other industry disruptions.
Key Takeaways
- Over 80% of respondents anticipate marketing budgets increase/stay the same.
- Over a third of TV/streaming budgets are now allocated to Scatter, indicating that brands are using advanced measurement to identify what’s working and reinvest in high-performing placements while there’s time and budget to do so.
- Advertisers expect to use 50% of their TV/streaming ad creative on social media as well, proving social’s strong role in unified storytelling for brands.