CTV Report
27% of Advertisers Are Increasing Their TV and Streaming Ad Budgets
by Frankie Karrer2 min read
Abstract
- Over half (55%) of advertisers are holding steady with their investment in TV and streaming ads, and more than a quarter (27%) expect to increase their spend.
- 53% of marketers say they will be prioritizing media buys that can directly connect to business results, showing a clear appetite for performance-focused advertising.
- Cost efficiency and verified ad delivery in particular will be important for marketers, pointing to the growing need for transparency and accountability across all screens.
Even with all the uncertainty surrounding today’s market, many advertisers are holding steady when it comes to TV and streaming. According to new research from iSpot, 55% of advertisers say they plan to maintain their TV and streaming ad budgets this year, while 27% are expecting to increase spending. Only 16% anticipate any cuts — and most of those are relatively minor.
Connected TV, in particular, is well-positioned in this environment. Over half of advertisers (53%) say they’re focused on media buys that drive measurable business outcomes, which aligns with one of CTV’s biggest strengths. Value and transparency are also gaining ground in the value hierarchy, with 27% of advertisers prioritizing cost efficiency and 11% calling out the importance of verified ad delivery. It seems the industry is clearly moving toward more performance-driven, accountable solutions — and Connected TV is positioned to lead that charge.
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