tvScientific’s 2026 State of Performance TV Report finds the category now leads media investment, ties social as the most effective channel, and drives both revenue and brand growth PASADENA, Calif., ...

Advertising on streaming channels currently accounts for 24% of total media spend, tied with social as the most effective channel for delivering results.

PASADENA, Calif.—A new report from tvScientific finds performance TV is the No. 1 channel for marketers’ ad investment, accounting for 24% of total media spending and tied with social media as the ...

Performance-focused TV deals are still on the rise, and the number of brands that plan to increase budgets has more than doubled compared to a year ago. A survey from tvScientific, a connected TV (CTV ...

As marketers face increased pressure to capture attention, keep costs in line and prove outcomes in a rapidly evolving industry, “Performance TV” has become the leading beneficiary for advertising ...

Gone are the days when ratings were enough to satisfy TV advertisers. Now they want performance, especially from their streaming ad buys. In fact, “the No. 1 thing” TV marketers want is a signal to ...

Performance CTV” oversimplifies how TV actually drives value, and the focus on performance guarantees campaign results will ...

tvScientific, the most sophisticated advertising platform for Performance TV, today released its 2026 State of Performance TV Report, revealing that it has become the number one channel for ...