Performance TV is taking center stage in 2025, with more marketers than ever leaning into this channel to drive success. From surging budgets to the rising role of AI, the landscape is shifting fast — and staying ahead means understanding the key trends shaping the space.
In this blog, we’re breaking down 5 must-know statistics that highlight how brands are optimizing their Performance TV campaigns as the industry evolves. For a deeper dive into these insights (and more), download our latest industry benchmark report, The 2025 State of Performance TV.
With a track record of success, Performance TV will be a key channel for many brands this year, with a growing number of marketers doubling down on Performance TV. 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!
You may be wondering: where are brands getting additional budget? While many marketers are reallocating ad dollars from channels like social media, search, and linear TV, 49% are securing additional funds directly from their finance teams — a clear sign of strong executive buy-in for this channel.
More than half (58%) of the marketers we surveyed say they primarily buy their Performance TV inventory programmatically, a jump from 49% who said the same last year.
Why are more marketers buying programmatically? Buying directly can cause massive challenges for anyone looking to prove advertising success, as measuring performance becomes nearly impossible when you’re analyzing data across multiple platforms. On the other hand, leveraging a programmatic Performance TV platform like tvScientific allows brands to buy across a broad range of inventory, expand their audience reach, and streamline measurement in one central hub.
Most marketers want to prove incrementality, or the lift in brand awareness and purchase intent that comes from adding Performance TV into their marketing mix. That being said, many struggle with how to measure it effectively.
The good news? Advanced technology and the right partners can make measuring success across channels easier, with tools like tracking pixels and robust dashboards. Get in touch with us to learn how tvScientific measures incrementality.
52% of marketers predict that the use of AI will be the biggest trend in Performance TV advertising this year, with many now embracing it to help increase efficiency and optimize their programs.
Exactly how will AI play a bigger role in Performance TV? We predict marketers will turn to generative AI for ad creation — brainstorming ideas, producing visuals, and drafting scripts — and predictive AI to analyze data, forecast outcomes, and optimize spend.
To gain access to more eye-opening Performance TV statistics and insights, download The 2025 State of Performance TV.