What Drove TV Ad Purchase Intent In Q3?

Understanding audience reach is one part of the larger equation for TV advertisers. Crucially, brands need to understand whether ads are actually spurring an intent to purchase products or services – and what's fueling that desire within a given ad.

Data from iSpot's new Q3 2025 Unified TV & Video Ad Snapshot looks at the new creatives that drove the highest positive purchase intent (consumers indicated they were "likely" or "more likely" to purchase after seeing the ad) compared to their respective industry norms.

• Two key themes among the top ads by positive purchase intent: Brand-purpose storytelling and focused ads that broke through with humor and/or utility.
• New ads from both Chime and Bombas developed narratives around convenience and purpose – with their success signaling that brands in those categories can invest in longer formats that deliver a value-driven message.
• Elsewhere, OTC pharma brands – which captured three of the top five spots by purchase intent —leaned heavily into product messaging.
• Tums and Mucinex opted for humor to make products more relatable and memorable, though Vicks VapoFreeze relied on a straightforward message around utility.

Read more around Q3's top ads in iSpot's latest report.