Struggling to secure budget for Performance TV? Learn proven strategies to win leadership buy-in, reallocate resources, and showcase measurable ROI.
Performance TV is quickly on the rise, with marketers increasing their budgets for this impactful channel at unprecedented rates. In fact, 71% of marketers are increasing their Performance TV budgets this year – that’s more than double the 35% who reported the same last year!
Despite this growth, many marketers still face a significant challenge: convincing their leadership teams to buy into and fund these campaigns. If you’ve ever struggled to secure buy-in or budget, you’re not alone. In this guide, we’ll break down exactly how to make a compelling case for Performance TV and get the support you need to succeed.
How to get Budget for Performance TV Campaigns
1. Build a scalable test design.
To get budget and buy-in for any channel, you’ll need to prove ROI. But how can you do so when it’s a brand new channel for your business? Design a scalable and data-driven test.
Start by clearly defining the KPIs that align with your business goals, such as cost per acquisition (CPA), return on ad spend (ROAS), or incremental lift in traffic. From there, create a hypothesis around what you expect to achieve. For instance, you might propose: “If we allocate X amount of budget in specific markets, we expect to see a Y% lift in site visits or conversions.”
Once your hypothesis is set, outline a phased testing plan. Begin with smaller, controlled experiments to measure immediate impacts. Use these initial results to refine your approach and build a case for scaling the investment. Ensure your tracking metrics resonate with key stakeholders like executive teams or finance departments. Translating campaign performance into revenue-driven insights will make your pitch more compelling.
A well-structured test also builds trust with leadership by showing that you’re approaching the investment strategically. By starting small, you minimize risk while positioning your campaign for long-term success.
2. Measure alongside other channels.
To effectively advocate for Performance TV, it’s important to highlight how it complements and enhances your existing marketing efforts. Start by gathering performance data from current channels like social media, email, or search. Instead of focusing on where these channels fall short, emphasize the incremental value that Performance TV adds to your overall strategy.
For example, showcase how Performance TV drives new, high-quality audiences to your website, which in turn amplifies the effectiveness of your retargeting campaigns on social media or email. Use attribution tools to track how Performance TV influences the customer journey, leading to increased conversions across your digital ecosystem. Incrementality testing can further demonstrate the additional lift that Performance TV delivers when integrated into your marketing mix.
3. Share or borrow budget from other teams.
49% of marketers are getting their 2025 Performance TV funds directly from their finance teams. However, securing budget doesn’t always have to mean convincing leadership to approve new spending. Sometimes, it’s about reallocating or sharing resources within your organization. Start by identifying teams whose objectives align with the benefits of Performance TV, such as social media, content marketing, or branding teams.
Frame your proposal around collaboration. Show how investing in Performance TV can be mutually beneficial. For example, your content team might benefit from the precise audience targeting Performance TV offers, ensuring their materials are seen by the right viewers. Similarly, a branding team might see value in Performance TV’s ability to build awareness at scale while still delivering measurable outcomes.
This shift in budget allocation aligns with broader industry trends. According to our report, marketers are reallocating ad dollars from channels like social media (53%), search (35%), and linear TV (26%). This movement reflects a strategic pivot from traditional conversion-based channels to one that offers both measurable impact and the ability to address marketers’ top concerns — like standing out in oversaturated markets.
If resources are limited, propose a pilot program funded jointly by multiple teams. A shared investment minimizes risk while allowing everyone involved to evaluate the channel’s effectiveness. Use the results of this pilot to build a case for a dedicated Performance TV budget down the line, emphasizing the collective wins achieved through collaboration.
Prioritize Performance TV This Year
Performance TV is increasingly becoming a cornerstone marketing strategy for today’s savviest brands. As its full-funnel impact becomes more evident, the need to secure a dedicated Performance TV budget and leadership support grows more critical. By employing scalable testing, benchmarking Performance TV alongside other channels, and fostering cross-team collaboration, you’ll be able to secure your funds and have your campaign up and running in no time.
Learn more about Performance TV budget trends (and lots more) in our latest report, The State of Performance TV 2025.
