Streaming Captures 48.74% of US TV Ad Spend
iSpot data showed that streaming accounted for 48.74% of US TV ad spending in the third quarter, compared to 21.93% of impressions.
A snapshot prepared by iSpot for Q3 2026 showed that streaming accounted for 48.74% of estimated US national TV ad spending, compared to 21.93% of impressions.
Linear TV received 51.26% of spending and 78.07% of impressions, meaning its share of viewership is significantly larger than its share of money spent.
Combined national TV spending reached approximately $15.5 billion, down nearly 7% year-over-year, indicating a general market decline despite budgets shifting toward streaming.
Streaming recorded a 3.49% conversion rate compared to 0.69% for linear TV, according to an analysis of 30 brands over a 14-day window, a difference prompting advertisers to reallocate funds.
What do these terms mean?
Impressions: The number of times the ad appeared on screen, not the number of unique people who viewed it.
Linear TV: Traditional television broadcasting that displays programs at fixed times across channels.
Conversion rate: The percentage of those who completed a required action, such as making a purchase or visiting a website, after watching the ad.
Ad spend: The amount brands pay to display their ads on a channel or platform during a specific period.
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