53% of Marketers Prioritizing Outcomes-Based Buying in 2025
When asked to pick the most critical factor when buying and negotiating media, 53% of iSpot survey respondents said outcomes.
Despite an unpredictable economic environment, with the Upfronts now upon us many marketers expect TV/video budgets to rise. Measurable outcomes are the top priority in media buying decisions, according to iSpot’s 2025 market research survey.
- When asked to pick the most critical factor when buying and negotiating media, 53% of respondents said outcomes, with value a distant second (27%) and verified ad delivery third (11%).
- Only 9% said program ratings, highlighting how advertising and programming have been decoupled in recent years.
- iSpot notes that these results suggest that the fractured TV landscape needs “outcomes to be the differentiator when programming and audiences may not be.”
“Measurement-focused marketers are signaling that they are confident in the power of TV and streaming, “ said Stu Schwartzapfel, EVP of media, iSpot. “As investments in TV and streaming grow, the demand for real-time, transparent measurement has never been greater and the results of our Upfronts survey show that for over half of marketers, outcomes are the most critical factor in media buys.”
Want more insights? Download iSpot’s full 2025 report here.
