Top Brands Amplify TV Ad Presence: 68% of Leading Brands Boosted TV Ad Impressions During the First Half of 2025 (According to Samba TV)
Traditional TV advertising is experiencing challenges characterized by over-saturation and ad fatigue, leading to missed opportunities as viewers increasingly migrate towards streaming and ad-supported digital platforms. According to Samba TV's report, brands are increasing advertising as a primary strategy to gain market share, but this approach may be falling short.
In Q2 2025, viewership to ad-supported content on TV grew to 73.6% of overall TV viewing, indicating that while traditional ad-supported TV remains significant, the way viewers consume content is shifting. Streaming platforms gained 2.9 share points in viewership, primarily pulling from ad-supported broadcast TV and cable, suggesting that audiences are gradually shifting from traditional TV to streaming services with ads.
This shift to streaming with integrated ad models is accompanied by an overall increase in digital advertising spend (+12% YoY in key channels like OTT and Reddit), signaling advertisers’ preference for digital over traditional TV spots. At the same time, AI-driven ad platforms such as Google, Meta (Facebook and Instagram), and Amazon are boosting ad efficiency, emphasizing targeting and conversion optimization that traditional television advertising typically cannot match.
The critical advertising challenges on traditional TV include over-saturation—due to heavy ad loads within limited ad breaks—and ad fatigue, as viewers become desensitized or tune out amid repetitive or excessive ads, reducing engagement and ROI. The report found a "clear pattern of over-delivery" in the Northeast, Midwest, and South, while Western states are significantly under-served.
The top 50% of linear TV households were bombarded with an average of 150 ads per day in H1 2025, accounting for 94% of all TV ad impressions. On the other hand, the bottom 50% of households saw just 9 ads per day on average. This disparity in media buying strategies highlights a missed opportunity, with older audiences being heavily targeted while diverse demographics like Gen Z, millennials, Hispanic, and Asian American groups are underserved.
While entertainment remains the top category for TV impressions, with 273 billion impressions, other categories such as health & beauty, food & beverage, home & garden, business, finance, legal, and logistics, retail stores, restaurants, electronics & communication, vehicles manufacturers, insurance, travel, and other categories also have significant impressions. However, vehicle manufacturers saw a 25% decline in TV impressions from the previous year. Energy and power saw a 25% increase, and education saw a 15% increase in TV impressions.
The full report can be found online, shedding light on the ongoing shift in the advertising landscape and the need for brands to adapt or integrate digital and AI-powered advertising strategies to stay competitive.
- Due to challenges like over-saturation and ad fatigue, viewers are migrating towards streaming and ad-supported digital platforms, indicating a shift in content consumption.
- In Q2 2025, streaming platforms gained 2.9 share points in viewership, pulling from ad-supported broadcast TV and cable, suggesting a gradual move from traditional TV to streaming services with ads.
- AI-driven ad platforms are boosting ad efficiency by emphasizing targeting and conversion optimization, an advantage that traditional television advertising typically cannot match.
- While vehicle manufacturers saw a 25% decline in TV impressions, categories like business, finance, and education saw an increase, highlighting the need for brands to adjust their media buying strategies.
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