Buying | Television Advertising

Transparency and accountability are the new standards for 2026.

Television advertising is no longer just about broad demographics and expensive primetime slots. In 2026, the landscape has evolved into a sophisticated blend of traditional "linear" reach and the digital precision of . With US TV ad spending projected to reach $84 billion in 2025—including $33.35 billion specifically in CTV—the goal is now to manage "converged television" across broadcast, cable, and streaming. 1. Define Your Objectives and KPIs buying television advertising

Negotiating directly with networks or local stations, often during "Upfronts" (early buying for the year) or "Scatter" markets. Transparency and accountability are the new standards for

A "one plan, many screens" approach is now standard. Most successful strategies use a hybrid model: With US TV ad spending projected to reach

Driving immediate actions like website visits or online sales by tying CTV to digital performance tactics.