H2 2025 State of Advertising Report

Samba's latest U.S. State of Advertising report unpacks the trends behind the trillions of TV ad impressions served in the second half of 2025. The data makes one thing clear: increased spend does not guarantee increased reach. In fact, 12 of the top 20 advertisers grew their TV investment yet reached fewer unique households than the year before. See who led each category, how brands are approaching the market differently, and what the data reveals about where audiences actually are versus where ads are landing.

Download the full report now to get the insights powering today’s most strategic media moves, including:

• Which advertisers are increasing TV investment to capture market share

• How infrastructure and essential categories are surging while discretionary brands retreat under consumer caution

• Where TV ads are missing their mark and how to identify where in-market intent actually lives

• Which brands drove explosive growth through celebrity campaigns and blockbuster tie-ins

• How to fuse TV exposure data with online behavioral signals to reduce wasted spend
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Want to dig in even deeper? Check out our State of Advertising interactive dashboard to explore this data further.