Q3 Unified TV & Video Advertising Snapshot
Q3 was an eventful stretch on TV. Between the ongoing conversation around late-night shows, new governmental pressure on pharma, and streaming's ongoing growth, brands had a lot to weed through to determine advertising success.
iSpot's new report, the Q3 2025 Unified TV & Video Ad Snapshot, digs into all of it to provide key data trends around effective ads, cross-platform brand narratives, TV's consolidation around streaming, and a whole lot more.
Among the many major takeaways from the new report:
- Football accounted for 28% of all household TV ad reach on Big 4 networks in Q3 (vs. 25% during the 2024-25 NFL season).
- Most brands are increasing prioritization on streaming ads, but industries with a local focus – like QSR and automakers – are making even bigger jumps into streaming.
- Est. national linear TV ad spend and ad minutes both increased year-over-year in Q3, even as ad airings and impressions showed slight declines.
- Speaking of spend: Prescription drug spots accounted for 13% of all national linear TV ad spend in Q3 – up from 11.6% in Q3 2024.
- TV's funniest new ads of Q3 largely featured familiar characters, while also cutting to the chase as three of the top five were 15-second spots.
Don't miss a single TV advertising insight around creatives, audiences or outcomes. Download iSpot's Q3 2025 Unified TV & Video Ad Snapshot today.