Q1 TV Ad Transparency Report
A quarterly, ad-first snapshot of shifting viewership, outcomes, and creative performance across streaming and linear TV.
TV continues to fragment—and advertisers are evolving in response. The Q1 2025 TV Ad Transparency Report captures how marketers are adapting to shifting viewership patterns, from the rise of streaming to the continued dip in linear reach, all while placing greater emphasis on outcomes.
Built to help marketers make sense of the TV landscape, this report delivers a clear, data-backed snapshot of where video ad performance stands. It unpacks industry-wide trends and tactical insights—including streaming’s share of impressions, the most-seen networks and programs, advertiser survey findings, creative performance rankers, and outcome-based analysis across leading brands.
Whether the focus is campaign efficiency, cross-platform strategy, or Upfront planning, the report provides the clarity and benchmarks needed to support smarter decision making.
Report Highlights
- Campaigns with optimized CTV/linear mixes delivered 96% stronger reach and 388% higher conversions than weaker performing brands.
- 53% of advertisers now prioritize outcomes over value, delivery, or ratings.
- Men’s March Madness topped the NFL in Q1 ad impressions, with live sports driving massive household reach.
- Consumer/DIY, Miniseries, and Music genres drove up to 56.4% QSR foot traffic lift.