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Performance TV has solidified its position as the leading channel for advertising investment in 2026, according to tvScientific’s latest industry report. Marketers are increasingly turning to this channel to address AI-driven transformations, escalating platform costs, and the intensifying competition for consumer attention, favoring its unique combination of broad reach and precise, outcome-focused measurement.
Performance TV now accounts for 24 percent of overall media spend, surpassing other categories and becoming the primary focus for investment. This shift reflects marketers’ preference for channels that provide strong ROAS visibility, full transparency, and dependable performance in an increasingly uncertain media landscape.
Marketers are actively reallocating budgets from high-competition, high-volatility platforms such as YouTube, Meta, and TikTok. Performance TV offers greater cost control and better attention capture, making it the strategic choice for sustainable growth.
Advancements in artificial intelligence are turning Performance TV into a highly dynamic channel. AI enables rapid audience targeting, faster creative development, continuous testing, and real-time optimization, evolving traditional television into a precision-driven, always-on advertising engine.
Performance TV proves its value across the entire customer journey by generating measurable sales lift alongside significant brand awareness gains. Adoption is widespread, with 77 percent of small and midsize businesses already running active Performance TV campaigns.
More than half of marketers now consider clear, reliable measurement a non-negotiable factor in channel selection, driving higher expectations for visibility into true performance and business impact.
This acceleration continues the strong momentum reported in 2025, when 71 percent of marketers increased Performance TV budgets by an average of 41 percent and began shifting spend from social and search. The trajectory has now reached a tipping point, cementing Performance TV as advertising’s foundational growth channel.
“Performance TV is no longer an experiment. It has matured into one of the most reliable and accountable growth channels in modern marketing,” said Jason Fairchild, CEO and Co-Founder of tvScientific. “Performance marketers are no longer testing TV at the margins. They are moving the budget to make room for it and putting it at the center of their media strategies. Performance TV delivers the scale of television with the precision, transparency, accountability, and fully transparent ROAS measurement marketers need to drive real business outcomes.”
“Performance TV is now foundational to modern marketing strategies,” Fairchild said. “It delivers the accountability marketers have always wanted from television with the scale and impact they still need.”
The 2026 State of Performance TV Report provides in-depth analysis of channel effectiveness, budget reallocations, AI integration, transparency priorities, and the evolving role of Performance TV in modern marketing strategies.
About tvScientific
tvScientific is the most sophisticated performance advertising platform built for Performance TV, making TV advertising accessible and measurable for brands and apps of all sizes. The platform offers a self-managed, cost-per-outcome (CPO) solution that automates and optimizes TV buying, leveraging massive data to prove the true value of TV advertising. tvScientific reaches 95 percent of ad-supported video-on-demand audiences, using proprietary, deterministic ID technology to connect ad exposure with real business outcomes — providing advertisers with radical transparency and unprecedented ROI.
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