A Unified View Of TV & Video Ad Trends
As streaming continues to grow and audiences fracture, TV has gone from a single destination to an extensive video ecosystem where everyone has their own niche. The result? Fragmented viewership — which is forcing a transformation in how ad performance is evaluated.
iSpot's new report, Unified TV & Video Ad Trends, digs into these dynamics and how they impacted creative, audience and outcomes measurement in 2025, with projections and trends to watch in 2026.
Some of the big takeaways from the report:
- Linear TV reach is shrinking (down 4.1% year-over-year), but spend for national linear actually got more expensive overall, increasing by 2.3% vs. 2024.
- Allstate was the biggest brand on streaming in 2025, accounting for nearly 1% of all ad reach (the brand was No. 7 on linear).
- When it comes to retail conversions, ESPN won big – the sports giant had the highest 30-day lift for retail brands by a significant amount over any other network, showing how sports programming continues to score for advertisers.
Discover more of what's shaping today's unified measurement landscape: