Advanced Television

Report: US linear TV ad reach dips in Q3

October 7, 2025

iSpot, the cross-platform TV ad measurement company, has released findings from its analysis of US linear advertising in Q3 2025, offering a macro view of the marketplace.

The findings, which includes analysis of 1.7 trillion verified household TV ad impressions, shows how TV advertising remained steady YoY, with a small uptick in spend as reach continues to consolidate around live sports and news programming.

Macro Findings: 

  • National linear TV ad spend saw an estimated 4 per cent YoY increase, reaching $8.77 billion
  • Total TV ad impressions dipped by 2.7 per cent to 1.67 trillion YoY..
  • Linear TV networks opted to include more total ad minutes, which rose by 2.4 per cent YoY to 5.3 million. This follows an annual trend of increased ad time in Q3 and Q4 if the calendar year as more sports inventory becomes available.
  • Spanish language programming continues to grow its reach YoY, from 4.4 per cent of TV ad impressions in Q3 2024 to 4.7 per cent in Q3 2025 (including a 10 per cent jump from Univision alone).
  • The NFL and college football both saw double-digit growth in Q3 TV ad impressions YoY, as the sport continues to take over weekend (and some weekday) viewing.
  • Nine of the top 20 programmes by TV ad reach in Q3 were news-related (including morning shows) – highlighting the importance of live and perishable content.

Networks by Share of Ad Reach (HH)

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