The recent H1 2025 State of Advertising report by Samba TV highlights a strong resurgence in advertiser confidence, with 68% of the top 100 brands increasing their TV advertising spend during the first half of the year. This upward trend signals a strategic move by many companies to deepen their presence in the competitive marketplace rather than retreating amid uncertain conditions.
A significant driver behind this growth is the rapid rise of connected TV (CTV) viewership, which surged by 46% compared to the previous year. Streaming platforms, especially free ad-supported options, continue to expand audiences, prompting brands to adjust their media investments accordingly. However, different industries are displaying varied strategies; for instance, telecommunications giants like T-Mobile and Xfinity have notably ramped up TV budgets by 34% and 41%, respectively, while Verizon has pulled back 37% to focus more on digital and loyalty programs.
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The quick service restaurant sector contrasts sharply, with Starbucks dramatically increasing TV ad impressions by 88% as part of its “Back to Starbucks” campaign emphasizing emotional connections with consumers. Meanwhile, Dunkin’ cut its TV spend by 61%, opting for a social-first approach targeting younger demographics.
Other sectors reveal similar patterns of selective investment. Consumer packaged goods (CPG) brand General Mills displayed an extraordinary jump in TV impressions over 46,000% reflecting a broad campaign to appeal to budget-conscious shoppers. Retailers Harbor Freight and Amazon also escalated their advertising significantly, indicating a focus on value and deals as consumers remain mindful of expenses. Insurance disruptors like Ethos dramatically increased their ad presence alongside legacy firms such as USAA.
In automotive, despite a general decline due to tariffs, brands like Hyundai and Genesis bucked the trend with increased TV spend, supported by an industry push around “America First.” The travel industry’s ad spend dipped slightly by 4%, though some players like Universal Orlando and Vrbo posted notable gains. In pharmaceuticals, nearly all leading advertisers raised their TV presence, driven by new FDA approvals and direct-to-consumer marketing efforts.
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Samba TV’s report also underscores inefficiencies in advertising reach and targeting. Half of U.S. households receive 94% of TV ads equating to about 150 ads a day while the other half receive only 6%. High-income households ($200,000+) see fewer ads than their population share warrants, revealing a missed opportunity to engage premium audiences. This highlights a growing gap brands need to address to broaden reach among diverse demographics, including millennials, Asian, and Hispanic viewers.
Overall, while brands battle for share-of-voice through TV, the report advises moving beyond repetitive targeting to leverage real-time insights across TV and digital platforms for greater impact. As Samba TV CEO Ashwin Navin puts it, the choice in uncertain times comes down to either doubling down on growth or playing it safe, with many leading advertisers clearly opting for the former to capture market share.
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