Q3 2025 Unified TV & Video Ad Snapshot
Unpacking the quarter's biggest ad moves across linear TV and streaming, right down to the ad level.
Q3 was anything but quiet. Pharma hit regulatory turbulence (while making up 13% of national linear ad spend), late-night TV saw shakeups, and football tightened its hold on audience reach. For advertisers, these shifts reflect why it’s critical to understand where audiences are heading—and know which ads actually resonate.
The Q3 2025 Unified TV & Video Ad Snapshot brings those moving pieces together: from creatives that drove purchase intent lifts and brands over-indexing on streaming, to the shows where linear reach concentrated—football, news, Univision’s growth, and syndicated favorites.
This report offers cohesive, ad-level insights that help advertisers cut waste and focus on what drives results heading into the busiest time of the year.
Q3 Takeaways Include:
- Purpose-driven storytelling from Chime’s and Bombas’ creatives drove purchase intent lifts +21% above respective category norms.
- Univision grew impressions 10% YoY, with entertainment driving nearly 70% of its Q3 reach.
- Streaming’s top spenders did not mirror linear brands: Industries focused on local customers, like QSR and auto, showed the largest differences, exemplified by Taco Bell (20th on streaming, 92nd on linear).
- Four of the top eight programs were reruns, with QSR the top ad industry during those shows.