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Attribution and Outcomes

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World Cup Advertiser: Mid-Funnel Success
World Cup Advertiser: Mid-Funnel Success
Podcasts vs. Other Media: Memorability & Purchase Intent
Podcasts vs. Other Media: Memorability & Purchase Intent
Actions Taken After Seeing a TV Ad
Actions Taken After Seeing a TV Ad
Timing of Action After Seeing A TV Ad
Timing of Action After Seeing A TV Ad
Devices Used To Take Action After Seeing A TV Ad
Devices Used To Take Action After Seeing A TV Ad
TV Ads Drive Full-Funnel Outcomes
TV Ads Drive Full-Funnel Outcomes
Cinema Ads Drive Purchases Across Categories
Cinema Ads Drive Purchases Across Categories
Relevant TV Ads Drive Consumer Action
Relevant TV Ads Drive Consumer Action
Pharma TV Spend Drives Sales
Pharma TV Spend Drives Sales
Media Channel Effectiveness by KPI: Large-Sized Businesses
Media Channel Effectiveness by KPI: Large-Sized Businesses
Media Channel Effectiveness by KPI: Medium-Sized Businesses
Media Channel Effectiveness by KPI: Medium-Sized Businesses
Media Channel Effectiveness by KPI: Small-Sized Businesses
Media Channel Effectiveness by KPI: Small-Sized Businesses
ROI by Media
ROI by Media
Return on Ad Spend: Brand vs. Performance
Return on Ad Spend: Brand vs. Performance
How Often TV is Used to Impact Each Phase of the Funnel
How Often TV is Used to Impact Each Phase of the Funnel
Decay in Purchase Intent by Media
Decay in Purchase Intent by Media
Impact of TV on Other Media Channels
Impact of TV on Other Media Channels
Measurement Misattribution by Channel
Measurement Misattribution by Channel
Interactive Ads: Engagement Outcomes
Interactive Ads: Engagement Outcomes
Actions Taken After Seeing Streaming TV Ads
Actions Taken After Seeing Streaming TV Ads
Cross-Channel vs. CTV-Only Campaigns: Outcomes Lift
Cross-Channel vs. CTV-Only Campaigns: Outcomes Lift
Purchase Journey Impact: TV & Social Media
Purchase Journey Impact: TV & Social Media
Cinema Ads Drive Incremental In-Store Visits
Cinema Ads Drive Incremental In-Store Visits
Super Bowl Advertisers: Mid-Funnel Successes
Super Bowl Advertisers: Mid-Funnel Successes
First-Time TV Advertiser: Branded Search Lift
First-Time TV Advertiser: Branded Search Lift
Sustained TV Presence Lifts Web Traffic
Sustained TV Presence Lifts Web Traffic
Linear TV Amplifies Digital’s Impact on Web Traffic
Linear TV Amplifies Digital’s Impact on Web Traffic
Omnichannel Campaign Metric Lifts
Omnichannel Campaign Metric Lifts
Pharma Info: Media Platform Impact
Pharma Info: Media Platform Impact
Brand Recall: TV vs Other Media
Brand Recall: TV vs Other Media
Brand Recall: TV Added to Other Media
Brand Recall: TV Added to Other Media
Brand Recall: Streaming vs. Social
Brand Recall: Streaming vs. Social
TV vs. Computer & Mobile: Ad Recall
TV vs. Computer & Mobile: Ad Recall
In-Home Viewing: Ad Recall
In-Home Viewing: Ad Recall
TV vs. Mobile: Recall
TV vs. Mobile: Recall
Awareness Driving Channels: Theatrical Movies
Awareness Driving Channels: Theatrical Movies
Impact of Cinema Advertising
Impact of Cinema Advertising
Visual Ad Attention: Streaming TV vs. Social Media
Visual Ad Attention: Streaming TV vs. Social Media
TV vs. Mobile: Attention
TV vs. Mobile: Attention

Streaming

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Subscription Growth: Premium & Specialty SVOD
Subscription Growth: Premium & Specialty SVOD
Live Programming: Viewing Preferences
Live Programming: Viewing Preferences
Co-viewing Across Live Programming
Co-viewing Across Live Programming
Streaming + Pay TV = More Consumer Value
Streaming + Pay TV = More Consumer Value
Content Viewing: Streaming Library vs. Original
Content Viewing: Streaming Library vs. Original
Content Viewing: Older vs. Newer
Content Viewing: Older vs. Newer
CTV Marketing Investment Drivers
CTV Marketing Investment Drivers
FAST: # of Channels & Households
FAST: # of Channels & Households
Top Streaming Content Genres
Top Streaming Content Genres
Streaming TV Advertiser Spend Growth
Streaming TV Advertiser Spend Growth
CTV: Reasons for Increasing Ad Spend in 2026
CTV: Reasons for Increasing Ad Spend in 2026
CTV: Sources of Ad Investment
CTV: Sources of Ad Investment
Teams Responsible for CTV Spend
Teams Responsible for CTV Spend
Convergent TV Sentiments (Linear TV + Streaming)
Convergent TV Sentiments (Linear TV + Streaming)
CTV: Targeting & Creative Insights
CTV: Targeting & Creative Insights
Benefits of Combining CTV with Other Media
Benefits of Combining CTV with Other Media
TV Distribution Platform Comparison
TV Distribution Platform Comparison
FAST U.S. Revenue Trend
FAST U.S. Revenue Trend
Smart TVs: Viewing Share by Type
Smart TVs: Viewing Share by Type
Smart TVs: # of Apps Used
Smart TVs: # of Apps Used
% of U.S. adult 18+ streamers that watch FAST (Free Ad-supported Streaming TV) services
% of U.S. adult 18+ streamers that watch FAST (Free Ad-supported Streaming TV) services
% of streamers who use at least one ad-supported streaming service
% of streamers who use at least one ad-supported streaming service
U.S. Ad-Supported Video-on-Demand (AVOD) Viewers
U.S. Ad-Supported Video-on-Demand (AVOD) Viewers
Value Exchange of Ad-Supported Streaming
Value Exchange of Ad-Supported Streaming
SVOD & AVOD / FAST Viewing by Device
SVOD & AVOD / FAST Viewing by Device
Streaming Reach: AVOD & FAST
Streaming Reach: AVOD & FAST
Smart TV Hubs: Most Popular Content
Smart TV Hubs: Most Popular Content
Ad-Supported Streaming Penetration by Demo
Ad-Supported Streaming Penetration by Demo
Multiscreen TV Streaming Viewership by Demo
Multiscreen TV Streaming Viewership by Demo
Streaming: Audience Sentiments & Behaviors
Streaming: Audience Sentiments & Behaviors
Smart TVs: Household Penetration
Smart TVs: Household Penetration
Paid Streaming Use by Type
Paid Streaming Use by Type
FAST Viewer Sentiments
FAST Viewer Sentiments
Streaming Devices: % Share of Total Hours
Streaming Devices: % Share of Total Hours
CTV/OTT Extension to Linear or Complement to Digital
CTV/OTT Extension to Linear or Complement to Digital
Distribution of AVOD Accounts by Household Income
Distribution of AVOD Accounts by Household Income
Streaming: Customer Acquisition Strategies
Streaming: Customer Acquisition Strategies
Streaming: Customer Retention Strategies
Streaming: Customer Retention Strategies

Measurement

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Top Marketing Performance Priorities
Top Marketing Performance Priorities
Performance Metric Evaluation on Streaming Platforms
Performance Metric Evaluation on Streaming Platforms
What Are Data Clean Rooms?
What Are Data Clean Rooms?
What Is Dynamic Creative Optimization (DCO)?
What Is Dynamic Creative Optimization (DCO)?
Most Trusted Outcome Metrics
Most Trusted Outcome Metrics
AI Challenges: Campaign Optimizations
AI Challenges: Campaign Optimizations
Third-Party Measurement in Media Buying Optimization
Third-Party Measurement in Media Buying Optimization
Importance of Competitive Intel in Measurement
Importance of Competitive Intel in Measurement
Measurement Strategy Priorities
Measurement Strategy Priorities
Measurement Strategy Investments
Measurement Strategy Investments
How Marketers Are Measuring Results
How Marketers Are Measuring Results
Adapting to AI-Driven Discovery Tools
Adapting to AI-Driven Discovery Tools
Measurement Concerns from Marketers
Measurement Concerns from Marketers
CMO Views on Attention Metric
CMO Views on Attention Metric
Attention Metric Integration
Attention Metric Integration
Programmatic Campaigns: Metrics
Programmatic Campaigns: Metrics
Programmatic Effectiveness Metrics
Programmatic Effectiveness Metrics
Performance Factors Driving Increased TV Spend
Performance Factors Driving Increased TV Spend
Ad Campaign Success Evaluation Metrics
Ad Campaign Success Evaluation Metrics
Marketer’s Top Marketing Goals & Measurement Metrics
Marketer’s Top Marketing Goals & Measurement Metrics
Top Factors for Buying Media
Top Factors for Buying Media
CTV Share of Ad Voice by Platform
CTV Share of Ad Voice by Platform
Marketer Sentiment on ‘Alternative’ Currencies
Marketer Sentiment on ‘Alternative’ Currencies
Challenges in Measuring Digital Spending ROI
Challenges in Measuring Digital Spending ROI
Ad Verification: Top Factors for Selecting Partners
Ad Verification: Top Factors for Selecting Partners
Internal Data Collaboration Use Cases
Internal Data Collaboration Use Cases
External Data Collaboration Use Cases
External Data Collaboration Use Cases
Data Collaboration: Partner Requirements
Data Collaboration: Partner Requirements
Measurement Strategies: Augmentation
Measurement Strategies: Augmentation
Outcomes Measurement Types
Outcomes Measurement Types
Measurement & Optimization Technologies: Digital Advertising
Measurement & Optimization Technologies: Digital Advertising
Data Collaboration As A Revenue Driver
Data Collaboration As A Revenue Driver
Choosing Alternate Currencies for Business Success
Choosing Alternate Currencies for Business Success
Last-Click Measurement Impact: Marketer Sentiment
Last-Click Measurement Impact: Marketer Sentiment
Last-Touch Attribution Accuracy: Impact by Channel
Last-Touch Attribution Accuracy: Impact by Channel
Measurement & Targeting Strategies: Marketer Sentiment
Measurement & Targeting Strategies: Marketer Sentiment
CTV / OTT Advertising: Reporting Metrics
CTV / OTT Advertising: Reporting Metrics
CTV / OTT Advertising: ROAS Metrics Evaluation
CTV / OTT Advertising: ROAS Metrics Evaluation

Trust, Transparency, Brand Safety & Ad Fraud

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Google: # of Web Pages Blocked or Restricted
Google: # of Web Pages Blocked or Restricted
Data Privacy Map by State
Data Privacy Map by State
Ad Tolerance & Annoyances
Ad Tolerance & Annoyances
Facebook Fake Accounts vs. Global Population
Facebook Fake Accounts vs. Global Population
Costs & Non-Productive Media in Programmatic Spend
Costs & Non-Productive Media in Programmatic Spend
Credibility of TV News vs. Social Media
Credibility of TV News vs. Social Media
# of Videos Removed From YouTube Annually
# of Videos Removed From YouTube Annually
Top Reasons Why Videos Are Removed on YouTube
Top Reasons Why Videos Are Removed on YouTube
# of Comments Removed From YouTube Annually
# of Comments Removed From YouTube Annually
Global Digital Ad Fraud by Region
Global Digital Ad Fraud by Region
Media Most Vulnerable to Ad Fraud
Media Most Vulnerable to Ad Fraud
Google’s ‘Undefined Platforms’ Revenue vs. Other Media
Google’s ‘Undefined Platforms’ Revenue vs. Other Media
News Advertising: Brand Suitability
News Advertising: Brand Suitability
Attitudes Towards AI-Generated Creator Content
Attitudes Towards AI-Generated Creator Content
Estimated Global Cost of Digital Ad Fraud
Estimated Global Cost of Digital Ad Fraud
Net Worth of the Wealthiest People in the World vs. Global Cost of Digital Ad Fraud
Net Worth of the Wealthiest People in the World vs. Global Cost of Digital Ad Fraud
Reasons For Decreasing Ad Spend with Media Companies
Reasons For Decreasing Ad Spend with Media Companies
Google Ad Revenue Share by Segment
Google Ad Revenue Share by Segment
Negative Digital Ad Experiences: Consumer Sentiment
Negative Digital Ad Experiences: Consumer Sentiment
Data Privacy: Impact on Advertising
Data Privacy: Impact on Advertising
Data Privacy: Campaign Effectiveness Methods
Data Privacy: Campaign Effectiveness Methods
Data Privacy: Audience Targeting Strategies
Data Privacy: Audience Targeting Strategies
Trust in Advertising by Media
Trust in Advertising by Media
Thinking about your opinions and use of social media channels
Thinking about your opinions and use of social media channels
Digital Ad Fraud: Prevention Solutions Used
Digital Ad Fraud: Prevention Solutions Used
What ‘Authentic’ Means for Brands
What ‘Authentic’ Means for Brands
Ad Investment Shifts Due to Data Privacy
Ad Investment Shifts Due to Data Privacy
Data Privacy: Consumer Concern About ‘Big Tech’
Data Privacy: Consumer Concern About ‘Big Tech’
Trust in Purchasing by Advertising Channel
Trust in Purchasing by Advertising Channel
How Marketers Define ‘Digital Ad Fraud’
How Marketers Define ‘Digital Ad Fraud’
Campaign Prioritizations: Brand Safety vs. Cost
Campaign Prioritizations: Brand Safety vs. Cost
Top Marketer Concerns Surrounding Ad Fraud
Top Marketer Concerns Surrounding Ad Fraud
Brand Safe vs. Non-Brand Safe Impressions: Conversation Rates
Brand Safe vs. Non-Brand Safe Impressions: Conversation Rates
Share of Web Traffic Caused by Bots
Share of Web Traffic Caused by Bots
Ad Blocker Usage
Ad Blocker Usage
How consumers react to an ad next to questionable content online
How consumers react to an ad next to questionable content online
North America Cost of Digital Ad Fraud
North America Cost of Digital Ad Fraud
Digital Supply Chain Advertising Investment Allocation
Digital Supply Chain Advertising Investment Allocation
False news concerns
False news concerns

Ad Innovations

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AI’s Impact on Performance Marketing
AI’s Impact on Performance Marketing
Creative Quality Drives Performance
Creative Quality Drives Performance
Emerging Ad Capabilities Being Tested
Emerging Ad Capabilities Being Tested
AI Usage in Video Advertising Strategies
AI Usage in Video Advertising Strategies
Programmatic: Curated Supply vs. Open Exchange
Programmatic: Curated Supply vs. Open Exchange
AI Usage in Ad Campaigns
AI Usage in Ad Campaigns
Generative AI Usage in Marketing
Generative AI Usage in Marketing
Budget Shifts for Programmatic CTV Investment
Budget Shifts for Programmatic CTV Investment
Media Budget Allocation for Programmatic by Channel
Media Budget Allocation for Programmatic by Channel
Targeting Tactics for Privacy Regulated Verticals
Targeting Tactics for Privacy Regulated Verticals
Contextual Ads Drive Consumer Excitement
Contextual Ads Drive Consumer Excitement
CMO Sentiment Towards Generative AI
CMO Sentiment Towards Generative AI
Neuro-Contextual Ad Impact
Neuro-Contextual Ad Impact
Shoppable Ad Impact by Category
Shoppable Ad Impact by Category
Top Targeting Approaches for Marketers
Top Targeting Approaches for Marketers
Interactive TV Viewing Features
Interactive TV Viewing Features
Most Viewed Innovative Ad Formats
Most Viewed Innovative Ad Formats
How Long Do People Pause Their TV For?
How Long Do People Pause Their TV For?
Pause Ads: Preferences by Generation
Pause Ads: Preferences by Generation
TV Advancements: Marketer Interests
TV Advancements: Marketer Interests
Shoppable TV: How Consumers Interact With Ads
Shoppable TV: How Consumers Interact With Ads
Tactics to Improve Viewers’ Ad Experience
Tactics to Improve Viewers’ Ad Experience
‘Smart’ Home Devices: Attitudes
‘Smart’ Home Devices: Attitudes
Connected Cars: Ownership
Connected Cars: Ownership
TV Ad Attention Tactics
TV Ad Attention Tactics
Programmatic Spend Share by Media Channel
Programmatic Spend Share by Media Channel
Primary Targeting Effectiveness Strategies
Primary Targeting Effectiveness Strategies
Interactive Ads Engagement Rates & Time Earned
Interactive Ads Engagement Rates & Time Earned
Addressable TV: Reach Impact
Addressable TV: Reach Impact
Generative AI Uses in Business
Generative AI Uses in Business
The Top Five Factors of Innovation & Creativity in Advertising-Supported Media
The Top Five Factors of Innovation & Creativity in Advertising-Supported Media
Reallocating Linear TV Dollars to Addressable TV for Incremental Reach
Reallocating Linear TV Dollars to Addressable TV for Incremental Reach
Tactics currently being used within audience-based TV buying strategies % of respondents using ABB
Tactics currently being used within audience-based TV buying strategies % of respondents using ABB
% of A16+ who recall seeing different types of interactive ad formats when watching TV
% of A16+ who recall seeing different types of interactive ad formats when watching TV
AI Uses within Advertising
AI Uses within Advertising
U.S. Social Video Ecosystem
U.S. Social Video Ecosystem

Diversity

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World Cup: Spanish Language Nets’ Audience Share
World Cup: Spanish Language Nets’ Audience Share
Latinas: Brand Influence
Latinas: Brand Influence
LGBTQ Audiences: Top Sports Streamed
LGBTQ Audiences: Top Sports Streamed
Diverse Audiences: Purchase Intent for News Advertisers
Diverse Audiences: Purchase Intent for News Advertisers
LGBTQ Supporters: Category Expenditures
LGBTQ Supporters: Category Expenditures
Streaming Audiences: Multicultural % Composition
Streaming Audiences: Multicultural % Composition
Diverse Audiences: Reasons for Streaming
Diverse Audiences: Reasons for Streaming
Diverse Audiences: Streaming Sentiment On Representation
Diverse Audiences: Streaming Sentiment On Representation
Diverse Audiences: Free Ad-Supported Streaming Behaviors
Diverse Audiences: Free Ad-Supported Streaming Behaviors
Diverse Audiences: Top Actions Taken With Streaming Ads
Diverse Audiences: Top Actions Taken With Streaming Ads
Black Consumers How Social Issues Affect Purchase Decisions
Black Consumers How Social Issues Affect Purchase Decisions
Hispanic Audiences: Holiday Spending
Hispanic Audiences: Holiday Spending
Hispanic Audiences: Bi-Cultural Segments
Hispanic Audiences: Bi-Cultural Segments
Hispanic Audiences: Language Preference by Generation
Hispanic Audiences: Language Preference by Generation
Hispanic Audiences: Advertising Attitudes by Language
Hispanic Audiences: Advertising Attitudes by Language
Black Audiences: Sports Advertising Engagement
Black Audiences: Sports Advertising Engagement
Black Audiences: Population & Age Groups
Black Audiences: Population & Age Groups
Black Audiences: Attitudes Toward Advertising
Black Audiences: Attitudes Toward Advertising
Hispanic Moviegoer: Audience Composition
Hispanic Moviegoer: Audience Composition
Specialty / Independent Movie Fans: By Race / Ethnicity
Specialty / Independent Movie Fans: By Race / Ethnicity
Black Audiences: TV Platforms Viewed
Black Audiences: TV Platforms Viewed
U.S. Hispanic / Latino Population: Country of Origin
U.S. Hispanic / Latino Population: Country of Origin
Consumer Sentiment: Representation in Ads
Consumer Sentiment: Representation in Ads
Consumer Sentiment: Representation in Content & Ads
Consumer Sentiment: Representation in Content & Ads
Top Spanish-Language TV Genres by Engagement
Top Spanish-Language TV Genres by Engagement
Hispanic Consumers: Attitudes Towards Advertising
Hispanic Consumers: Attitudes Towards Advertising
Hispanic Consumers: Language Preferred at Home
Hispanic Consumers: Language Preferred at Home
Financial Impact of Latino Representation
Financial Impact of Latino Representation
Black & Hispanic Consumers: Long-Form vs. Short-Form Video
Black & Hispanic Consumers: Long-Form vs. Short-Form Video
Hispanic Consumers: TV & Streaming’s Influence on Purchases
Hispanic Consumers: TV & Streaming’s Influence on Purchases
Latino Talent: Drivers of Film & TV Success
Latino Talent: Drivers of Film & TV Success
Latino Audience: Cinema Attendance
Latino Audience: Cinema Attendance
Latino Representation: Share of Streaming Audience
Latino Representation: Share of Streaming Audience
Hispanic: Community Insights
Hispanic: Community Insights
Hispanic: Trust in News Sources
Hispanic: Trust in News Sources
Black Demos: Weekly Time Spent With Media
Black Demos: Weekly Time Spent With Media
Black Demos: Weekly Time Spent With TV
Black Demos: Weekly Time Spent With TV
Black Demos: TV Share of Total Media
Black Demos: TV Share of Total Media
Black Video Viewing: Time Spent
Black Video Viewing: Time Spent
Hispanic Video Viewing: Time Spent
Hispanic Video Viewing: Time Spent

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