In 2026, Performance TV is quickly gaining momentum as marketers look for channels that can cut through noise, drive real outcomes, and scale alongside changing consumer behavior. From shifting budgets to evolving measurement expectations, the way brands approach TV advertising looks very different than it did even a year ago.
In this blog, we’re breaking down five must-know statistics from our latest report, The 2026 State of Performance TV, that show how marketers are using Performance TV to adapt, compete, and grow. For a deeper dive into the data and insights behind these trends, download the full report.
1. 90% of marketers expect Performance TV to drive revenue and growth in 2026.
In 2025, 67% of marketers said Performance TV helped them achieve revenue and growth goals. In 2026, that confidence is jumping significantly with 90% of marketers expecting Performance TV to help drive revenue and growth this year, signaling widespread belief in the channel’s long-term impact.
2. Performance TV captures the largest share of media spend in 2026 (24%).
In 2026, Performance TV sits at the top of the media mix. 24% of marketers say Performance TV will receive the largest share of their advertising spend, surpassing social media (20%), mobile apps (15%), and linear TV (11%).
This shift reflects a broader change in the marketing landscape. As traditional digital channels become more competitive and less predictable, marketers are leaning into Performance TV as a way to reclaim attention and connect the full funnel, from awareness through conversion.
3. 57% of marketers now prioritize sales and revenue as their top Performance TV outcome.
Marketers are evolving how they define success on TV. Sales and revenue now rank as the most important outcome for Performance TV, cited by 57% of marketers. Other top priorities include website traffic (41%), subscribers (32%), and incrementality (30%).
This shift signals a bigger change in how marketers view TV. Performance TV is now a channel that delivers both brand and performance. In fact, 64% of marketers say their company’s sales have increased since adding Performance TV to their media mix, while 65% report increased brand awareness. That flexibility allows marketers to use TV to support near-term performance goals without sacrificing long-term brand impact.
4. 57% of marketers feel pressure to prove measurable results from AI.
In 2026, 57% of marketers say they feel increased pressure from leadership or clients to demonstrate measurable results from AI, 58% feel pressure from the market to adopt it, and 59% worry their company will fall behind without it.
Within Performance TV campaigns, marketers are already using AI for audience targeting, creative development, and accelerating creative testing. It’s clear that AI is everywhere, but proving its impact will be the real differentiator.
5. 56% say lack of transparency is a major risk to Performance TV success.
As Performance TV investment grows, so do expectations around measurement. In fact, more than half of marketers (56%) say a lack of transparency in Performance TV reporting poses a major risk to their team’s success. In 2026, marketers want to understand what’s working, what’s not, and how TV fits into the broader media mix.
Lean into Performance TV in 2026
The data is clear: Performance TV delivers engaged attention, measurable outcomes, and the ability to optimize continuously with AI. In 2026, Performance TV is a non-negotiable channel to integrate into your marketing mix.
To explore all the insights behind these trends and see how marketers are planning for the year ahead, download The 2026 State of Performance TV.
2026 Performance TV FAQs
- What is Performance TV? Performance TV combines the reach and impact of television with the targeting, optimization, and measurement capabilities of digital advertising. It allows brands to run CTV and OTT campaigns while measuring outcomes like sales, revenue, website traffic, and incrementality in real time.
- Why are more marketers shifting budget to Performance TV in 2026? Performance TV offers scalable reach, engaged viewers, and the ability to connect TV spend directly to business results, making it a more reliable growth channel.
- How are marketers measuring success with Performance TV today? Success is increasingly measured by outcomes such as sales, revenue, subscribers, and incrementality, rather than reach or frequency alone. Many marketers are also prioritizing cross-channel measurement to understand how Performance TV works alongside social, search, and other digital channels.
- How is AI being used in Performance TV campaigns? Marketers are using AI to improve audience targeting, generate and test creative faster, and optimize campaigns toward specific outcomes.
- Is Performance TV only for large brands with big budgets? No. A growing number of small and mid-sized businesses are running Performance TV campaigns, often using flexible buying models like CPA or hybrid CPA/CPM. Advances in AI and measurement have lowered barriers to entry, making Performance TV more accessible than ever.
