In Q1 2025, linear TV ad impressions fell 4.25%, but ad spending grew by 4% to $12.34 billion, reflecting a strategic shift towards quality ad placements amid economic challenges. Streaming now represents nearly 14% of TV ad impressions, marking substantial growth from earlier in the year. Despite a notable budget allocation towards streaming, advertisers struggle with a lack of essential contextual data, making optimization difficult. Mark Myers from iSpot highlights that while linear TV is adapting, the increasing focus on precision and measurable outcomes marks a notable shift in advertiser behavior.
"The rise in linear TV ad spend, even as impressions softened, shows that brands aren't pulling back, they're getting smarter-prioritizing precision, tailored placements and measurable outcomes."
"While streaming is increasingly being placed at parity with linear TV, challenges remain... many don't receive contextual performance data, adding difficulty to their ability to optimize spend."
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