The Biggest Ad-Level Insights From The First Half Of 2025

Streaming's share of TV ad reach is growing rapidly, though that's far from the only major finding from the first half of 2025.

iSpot's new 2025 H1 TV & Video Transparency Report details the biggest trends from the first half of the year, digging into top advertisers, funniest spots, creative that drove foot traffic and a whole lot more, like:

• From Jan. through June 2025, streaming's share of TV ad impressions grew from 14.76% to 19.48% (across a selection of 50 top advertisers).
• How Pfizer (most likeable) and Doritos (funniest) both scored with audiences during the Super Bowl to top H1 2025.
• The NBA's postseason surge year-over-year.
• Primetime stays strong on the Big 4 networks as ad reach consolidates around major programming like news and sports.

Check out even more insights. Download the full report for free below, from iSpot: