The State of Performance TV in 2026

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Unlock the trends shaping the next era of Performance TV 

What is the right channel mix for 2026?

tvScientific surveyed 600+ marketers navigating rising pressure, an attention-crisis, and evolving expectations for performance. Their answers point to a new playbook.

From media buying to AI-powered creative strategies, the State of Performance TV Report uncovers the defining trends and real-world challenges that will separate the winners in 2026. 

Distraction is the default. TV is the exception.

73%

of marketers say they struggle to find high-quality customers, and 49% say access to attentive, engaged viewers is the #1 reason Performance TV is effective.

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Performance TV is now the top channel for media spend.

58%

of marketers are pulling budget from YouTube in favor of Performance TV, followed by 56% reallocating spend from Meta and 52% from TikTok.

Inventory

The collapse of the brand vs. performance divide.

90%

of marketers expect Performance TV to help them achieve revenue and growth goals in 2026, and 64% say their sales have increased since adding TV to the mix. 

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Using AI doesn’t make you special. Proving impact does.

57%

of marketers said they feel increased pressure from leadership or clients to demonstrate measurable results from AI in their media mix.

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The attention crisis is costing marketers. 

65%

of marketers say AI search experiences like Google AI Overview and ChatGPT are making it harder to get noticed, and 63% say it’s harder than ever to stand out on social.

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