Video Ad Spend & Strategy Report

TV advertising is evolving rapidly, but that doesn't mean everything changes all at once.

Prior to this year's Upfronts and NewFronts, iSpot asked marketers about how their approaches will change (or won't) this year. The result? The 2026 Video Ad Spend & Strategy Report.

Responses from hundreds of marketers give a clearer picture of the impact of current economic conditions, state of streaming ads, how buyers are embracing AI and more. Some of the highlights:

• Nearly half of Upfront budgets were poised to stay the same as they were last year.
• 68.5% of marketers surveyed see budgets staying the same or decreasing – though 41.5% were in the "stay the same" camp.
• Over 50% of respondents saw both streaming and social video budgets increasing vs. 2025.
• More than 80% of marketers are already using AI for some aspect of video ad workflows.

Gain a greater understanding of how the wider marketplace is assessing ad strategies for 2026. Check out iSpot's new report today: