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Explore our Research →Shoppers hate paying for return shipping more than any other part of the process
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Lowe’s reaches out to Gen Alpha with new rewards program for kids
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Meta faces critical questions as AI spending and regulatory scrutiny intensify
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J&J launches direct-to-consumer prescription drug site with lower cash prices
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Mar 6, 2026
The health and fitness industry’s future is subscription-first, not hardware-led
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Mar 6, 2026
Scam exposure on social platforms threatens brands
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Email is consumers’ top marketing channel, but inbox fatigue threatens ROI
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How payment providers should react to OpenAI’s Instant Checkout walkback
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Capital One joins finance industry layoff trend, sheds 1,100 Discover workers
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Learn More →US TV and CTV Ad Spending Benchmarks: Q4 2025
Forecast and Insights for TV and CTV
Ad Spending Benchmarks: Q4 2025
Forecasts and Insights for Total Media, Digital, Search, Retail Media, TV and CTV, and Social Network Ad Spending in the US
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About This Report
This benchmark covers how ad buyers can calibrate their TV and CTV ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.
Welcome to our latest edition of “Ad Spending Benchmarks.” This series provides marketers with critical data to help them benchmark their budget allocations against the market. In this deck—one of six in the series—we cover our latest forecasts for TV and CTV ad spending.
This deck covers:
- An overview of our TV and CTV ad spending forecasts for Q4 2025
This deck can help you:
- Allocate budget for campaigns, develop media strategy (brands)
- Showcase opportunities to customers (media platforms, solution providers)
- Benchmark marketing performance (media platforms)
authors
Yoram Wurmser
Contributors
- Rahul Chadha
- Director, Report Editing
- Vivian Dong
- Forecasting Analyst
- Zach Goldner
- Senior Forecasting Analyst
- Madan Kumar
- Copy Editor
- Penelope Lin
- Director, Data Visualization
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