In the first quarter of 2025, the advertising world witnessed intriguing shifts as linear TV ad impressions declined by 4.25% year over year. However, this did not deter ad spend on the channel, which grew by 4% to $12.34 billion, according to a report by iSpot. This trend indicates a heightened focus on quality placements amidst ongoing economic challenges.
Streaming Gains Ground
Streaming platforms are steadily gaining traction, now accounting for nearly 14% of total TV ad impressions in Q1 2025, a notable increase from early 2023 when they represented only 6% to 8% of monthly impressions. Conversely, linear TV’s share has narrowed to 86%, a decline from 92% in early 2023. This shift underscores the growing prominence of streaming in the advertising ecosystem.
Challenges in Streaming Data
While streaming platforms are increasingly being prioritized alongside linear TV, challenges persist. Although 80% of advertisers receive reach and frequency data, and 61% get demographic information from streaming partners, many still lack crucial contextual performance data. This gap makes it challenging for marketers to optimize their spending effectively.
Linear TV’s Resilience
Despite the rise of streaming, linear TV remains relevant. Even with a decline in impressions, spending increased, reflecting a more strategic approach by advertisers. According to Mark Myers, iSpot’s chief commercial officer, “The rise in linear TV ad spend, even as impressions softened, shows that brands aren’t pulling back; they’re getting smarter—prioritizing precision, tailored placements, and measurable outcomes.”
Sports and News Dominate
National linear TV continues to revolve around sports and news, with most top networks experiencing an ad reach decline except those focused on these genres. Live sports, in particular, play a pivotal role in sustaining linear TV’s market presence. The top three programs in Q1 were men’s college basketball, the NFL, and the NBA, with the Super Bowl’s household reach increasing by 4.55% year over year despite a viewership drop of 1.75%. The men’s NCAA basketball tournament delivered an impressive 26.22 billion linear TV ad impressions, up 15.5% year over year.
The Rise of Cross-Platform Strategies
As live sporting events bolster linear TV’s performance, they cannot fully compensate for the ground lost to streaming. The growth of ad-supported streaming services like Netflix and Amazon Prime Video, coupled with a broader cultural shift towards streaming, is prompting advertisers to adopt cross-platform strategies.
Digital Video Dominance
The shift towards streaming aligns with an overall increase in digital video ad spending, projected to grow by 14% in 2025, reaching $72.4 billion. Digital is expected to account for 58% of video spending this year, up from 51% in 2024. This trend reinforces the importance of digital in the advertising landscape.
Focusing on Outcomes
As upfront commitments commence, marketers are prioritizing outcomes. According to a survey, 53% of respondents identified outcomes as the most important factor in media buys, followed by value at 27%. This emphasis on measurable results reflects a strategic shift in advertising priorities.
Comprehensive Analysis
iSpot’s “Q1 2025 TV Ad Transparency Report” analyzed 224 billion linear and connected TV ad impressions from 87 brands across 12 product categories. To gain insights into budgets, the measurement company surveyed over 260 marketers from 208 brands and agencies ahead of the 2025-26 upfronts.
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Note: This article is inspired by content from https://www.marketingdive.com/news/linear-ad-spend-grew-q1-despite-economic-uncertainty-ispot/747608/. It has been rephrased for originality. Images are credited to the original source.