2025 H1 TV & Video Transparency Report
Beyond stitched-together metrics, this report breaks down H1 TV & video ad performance where it really happens: at the creative and placement level.
Streaming’s rising fast, linear’s holding reach, and advertisers are under pressure to prove what’s working. But most measurement still lags behind the pace of real campaigns—stitched together, delayed, and stuck at the program level.
This report delivers a snapshot of real-world results at the ad-level from the first half of 2025, with insights spanning creatives, audiences, and outcomes. From sports and retail foot traffic lift to streaming’s share of voice and emotional creative impact, the findings highlight where strategies paid off, and where the market is headed next.
Inside the Report
- Pfizer topped the creative charts for Likeability—and Doritos for Funny.
- Macy’s and Dick’s Sporting Goods drove 200%+ foot traffic lifts with timely creative.
- Paramount’s new outcomes partnership signals a broader shift toward impact accountability.
- Basketball scored in early 2025, with NBA ad reach up 9.6% and men’s college hoops up 11.6% YoY.