Samba's latest U.S. State of Advertising report unpacks the trends behind the trillions of TV ad impressions served in the second half of 2025. The data makes one thing clear: increased spend does not guarantee increased reach. In fact, 12 of the top 20 advertisers grew their TV investment yet reached fewer unique households than the year before. See who led each category, how brands are approaching the market differently, and what the data reveals about where audiences actually are versus where ads are landing.
Download the full report now to get the insights powering today’s most strategic media moves, including:
Want to dig in even deeper? Check out our State of Advertising interactive dashboard to explore this data further.
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